connect

Take Your Positions

Philip

Decrease awareness with the target segment

and increase message clarity.

Multiple positioning messages can confuse the messaging to the target segment and almost never helps with message clarity. Adding more positioning choices tends to decrease both awareness with the target segment and message clarity to that group.

Sometimes, the market research we do for product development and the message testing we do for ad campaigns yield surprising results. Which positioning statement was most surprising for NOT yielding the highest AWARENESS with our target segment?

Fashionable

Urban Commuters

Summary of the results of initial market research for this target segment

Cutting Edge

Eco$-$Friendly