Advertising strategy & Positioning

What is positioning?

  • marketing strategy that tries to fit a product /service to one or more segments of the market
  • Set it apart from the competition
  • Companies apply this strategy either by emphasizing the distinguishing features of their brand (what it is, what it does and how, etc.) or they may try to create a suitable image (inexpensive or premium, utilitarian or luxurious, entry-level or high-end, etc.) through advertising


What is positioning?

  • A strong brand position makes the product/service unique and credible in the eyes of the consumer
  • Think of a benefit to set it apart from the competition


Once a brand is positioned, it is very difficult to reposition it without destroying its credibility. 

who coined positioning?

Al Ries along with JackTrout coined the term back in the 60's

  • In 1960s - Wrote the book Positioning: The Battle For Your Mind, an industry standard on the subject.
  •  1970s - Ries alco-authored a three-part series of articles declaring the arrival of the "Positioning Era" in Advertising Age magazine, promoting their concept of positioning.

examples of positioning


examples of positioning


examples of positioning

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What is strategy?

  • A plan on how to approach an advertising problem
  • It should support the marketing plan (which may or may not be given to you)
  • If you don't have a marketing plan, do your own market research before developing a strategy
  • A strong strategy will help you concept a great idea on solving your advertising problem

steps for forming strategy

  • What's going on in the market?
  • What's the history of the brand?
  • What are the current trends?
  • What are the risks and opportunities?
  • What does the future look like? (with products, competitors and customer attitudes) 

Step 1: Assessment

Use SWOT (strength, weaknesses, opportunities and threats) analysis

steps for forming strategy

  • What should we do about it?
  • What are the opportunities?
  • What actions (if any) should you take on current trends?
  • How do you address issues with advertising and related tools?
  • What does the future look like? (with products, competitors and customer attitudes) 

Step 2: action

should be able to define

  • Objectives & Purpose
  • Budget
  • Method - where/when to advertise and what mediums to use
  • Tone/mood
  • Measure the results. Did it work?

issues that may effect your strategy

  • Branding- Make you you understand the brand
  • Positioning- Learn where they stand in positioning
  • Target audience- Who are they? Create personas
  • Business goals- Anything you have to keep in mind?



Agency: Wieden & Kennedy

Agency: 75 and Sunny

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