We get aware that positioning is something we are born with the moment when we enter a new society. We naturally choose a position that is not taken as we want to be different. We hardly choose the position of the most handsome or the funniest person if somebody in the company is already established like so. This naturalness should be applied in a business too.

This is the topic Ivana prefers to lecture students and entrepreneurs who are just starting their own business or have already started it, but aren’t satisfied with initial results. Even more interesting to see is how sometimes larger companies get lost on their way and forget their foundations and then with common strengths are forced to get back to the roots of market communication.

By a simple definition, positioning is an influence on the act by which consumers perceive brand features in relation to its characteristics and characteristics of other competitors. It serves to achieve desired image of yourself, your product/service in head of selected target groups, so called segment.

But, as any definition, this is easy to learn, but difficult to apply.

Ivana avoids definitions in her lectures, she uses practical examples and shows the essence of positioning through games. She teaches how to focus on one point, one advantage because you cannot be everything to everybody. Positioning has to make a clear difference between you and your competition.

“Let’s play. I will say one brand, and you will write a first association which gets on your mind. Nike, Coca-Cola, Apple, Rolex, Hawaii.

Now, let’s turn to the other way. I will say one association and you will write a brand that gets on your mind”. The best bottled water. The most popular sport in the world. The most popular decorative cosmetics for youth on the world. The safest car – this are typically examples of Ivana’s games, who says: “This is all a preparation for a game where they have to describe one brand, imagined or already existing in 7 seconds”. It seems impossible in the beginning. And when I say they should do this in one second?! At the end, most of them succeed, and all of them get the point of positioning.