We Spell Positioning with Three T’s
Ask 100 marketers to defi ne positioning, and you might get a surprising array of answers. Some would emphasize the consumer insight, some would speak to the brand benefi t, and others would highlight their product’s unique features. To some extent, they all would be right. Our experience shows that positioning is a careful balance of all three, what we have come to call our Three T’s Criteria.
Tangible Benefit
A clear answer to the consumer’s question, “What’s in it for me?”
Truth
Reason to believe the brand will deliver on the tangible benefit, usually product attributes.
That’s Me
An insight* that lets consumers know that your brand understands them better than anyone else. When your brand connects to that belief
or behavior, you have reached, “That’s me.”
* We define an insight as a belief or a behavior. The best insights are beliefs acted upon by a behavior.
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