Positioning — It’s not what you SAY. It’s what they THINK.
In the 1970’s Al Ries and Jack Trout popularized the concept of positioning strategy. Since then, they’ve written dozens of spin-off books, including Focus, The Immutable Laws of Marketing, Bottom Up Marketing, and even Re-Positioning.
Still, you could have a roomful of MBA’s and no two would agree on what positioning really means. Many people can’t even decide if the word is an active verb or a proper noun.
Most people think of positioning as a simple step ladder. The cheapest, lowest-end products are “positioned” at the bottom of the ladder, and the best, most expensive products are on the top shelf, if you will.