Here's the answers to the Positioning game...

Nordstroms (to quote Mr. Bart Simpson...well---duh!) is the Department Store that flat-out owns the service position. Their service creates Raving Fans...which is exactly how to own a position in the prospect's mind. This was a slam dunk question.

Cheerio's is the heart healthy breakfast cereal I was looking for. This Brand has done a spectacular job of positioning. In fact, it is one of the 1st Brands to jump on the heart healthy bandwagon...actually before there even was a bandwagon...

Activia is the probiotic yogurt answer. Just like the Cheerios Brand, Activia took the probiotic position almost immediately. That reinforces the notion that being first counts. Note here how the positioning is affecting every component of the marketing mix. For starters, owning a position that was based on probiotics, an entirely new term, begged for a spokesperson to help make the positioning credible.The spokesperson needed to be female, and to be empathetic...to address a delicate subject. Plus, the choice of Jamie Lee Curtis as someone cool and in-the-know yet approachable enough for some sensitive talk. Even the way the spots are shot, with the star and the everyday person becoming a believer in th same room with Jamie Lee.

And that's just a sample of the elements affected by the positioning.

The car reporting expert in the game? Show me the---CarFax. Brilliant positioning. And the spots go a long way to establish CarFax as the authority. Another example of the positioning determining every element of the marketing.

The last answer in our game is--- Starwood Hotels with their heavenly beds.

How did you do?

Did you get all the Brands right?

Please keep in mind, anytime you'd like to discuss positioning...or anything about marketing, just give me a call. I have a passion for this stuff...760 754 3220 x11

Next time, I'll give you some Brands and ask if you can come up with the positioning.