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    Course · Positioning trackStrategy

    Positioning Examples

    Deconstruct positioning from Apple, Liquid Death, Patagonia, Airbnb and Notion.

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    STP — Segment · Target · Position
    Three columns: segments, chosen target, position.
    Positioning Statement
    For [target], who [need], we are [category] that [benefit] because [proof].
    Brand Differentiator
    The one thing only we say — with reasons to believe.
    Language Vocabulary
    Words we own · words we ban. With examples.
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    Positioning
    The single place you want to occupy in the customer’s mind — and everything that follows from it.
    Positioning Statement
    Target, frame of reference, benefit and reason-to-believe in one sentence.
    Value Proposition
    The specific value you deliver, to whom, that competitors don’t.
    USP
    The single unique selling proposition you can defend and repeat.