Al Ries said that “Marketing is a battle of perceptions, nor products’ and shaping perceptions is what positioning is all about. The right positioning platform helps articulate ‘what’s in it’ for the buyer, create differentiation and provides the foundation for a compelling narrative. How can we identify and articulate the position that we want to occupy in the customers’ mind and perhaps hearts? How can we ensure that we communicate this positioning clearly and consistently in the marketplace? And use it to build brand affinity, emotional connection and customer advocacy? These are some of the questions we will address in this session on positioning strategy.
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