Capturing Space
In his 1521 military treatise, "The Art of War", Niccolo Machiavelli forever changed warfare strategy by instituting new concepts for battle formation and positioning. On the battlefield for market share, brands compete for position, maneuvering to capture a unique and desirable "space" in the consumer's mind. To win the battle of the mind, try these steps:
1. Know your own strengths and capabilities, as well as your customers' needs.
2. Map your competitors' positions and the benefits their brands provide.
3. Look for unmet customer needs. These are "gaps" or opportunities on the positioning battlefield.
4. Prepare your brand. Make sure it's positioned to communicate uniqueness and it strikes a nerve with your customer.
5. Prepare for battle. Marshall all your resources, and carry the same brand message under one banner.
