good example of positioning statements

After my meeting with Don, things cleared out a little as to what deliverables I should produce. But first thing is first, I am going to start with positioning statement which should define what tinnitus association might want to tell the public. "How the Tinnitus Assoication will reinvent itself." So, I searched for examples of positioning statement.


Good examples of positioning statements identify the target customers, their problem, your value proposition, and key competitors. My all-time favorite format came from Geoffrey A. Moore back when he was a principal and partner at Regis McKenna, Inc.

Product Position Statement

For [target end user]

Who wants/needs [compelling reason to buy]

The [product name] is a [product category]

That provides [key benefit].

Unlike [main competitor],

The [product name] [key differentiation]

Every product introduction will have its own product positioning statement. This statement has value for management purposes. It's for internal use, to make sure we're all talking off the same page. It would get "doled up" for selling purposes. It's not your "elevator pitch".

Note that this is grounded in reality. It's not an "image" or "posture", but rather a position that is grounded in actual accomplishments and relationships.

When you view product introductions as one type of initiative a company can make then you will see how this all comes together. (Note that "initiatives" are broader set of activities that can also include actions like cutting back on travel to reduce expenses.)

1. Target Audience - the attitudinal and demographic description of the core prospect to whom the brand is intended to appeal
2. Frame of Reference - the category in which the brand competes
3. Benefit/Point of Difference - the most compelling and motivating benefit that the brand can own in the hearts and minds of consumers relative to the competition
4. Reason to Believe - the proof that the brand delivers what it promises