04Programs & consultancy
We understand that positioning is innate when we are entering a new, unknown or not well known group of people. We naturally try to choose a position that is not already taken by someone else because we want to be different. We would hardly attack the place of the most beautiful or the most spiritual if someone is already positioned that way within that group. This naturalness should also
be applied in business.
This is a topic that Ivana loves to talk about with her students or entrepreneurs who are just starting their own business or have started it but are not satisfied with the initial results. It is even more interesting to see that sometimes larger companies get lost along the way and forget about the foundations, so they return to the roots of market communication by joining forces.
By simple definition, positioning is the way that customers think about a product in relation to similar products or to competitors’ products. It serves to achieve the desired image of yourself, your product and/or services in the minds of the selected target group, the so-called. segment. But, like any definition, easy to learn but hard to apply.
In her lectures, Ivana avoids definitions, uses examples from practice, and shows the essence of positioning through games. It teaches you how to focus on one point, one advantage, because you can’t be everything to everyone. The position must make a clear distinction between you and the competition.
“Let’s play. I will say some associations, and you will write a brand that comes to mind….The best bottled water, The most popular sport in the world, The most popular cosmetics for young people in the world, The safest car ”… – is a typical example of Ivana’s games and she says “It’s all about preparing for a game when they have to describe their brand, their imagined or already existing one in 7 seconds. It seems impossible to them, at first. But than I tell them to explain it in 1 word!? In the end, most of them succeed, and everyone understands the essence of positioning. ”