One of the best articles that I've read about positioning is this one that is on the first round review
and this is actually the one where I work through my own positioning statement and they have some examples
so I want to walk through a couple of examples of different companies positioning statements to help
you better understand what we're talking about.
I know I already did mind but it's good to look at sort of real companies that you might know.
So for Amazon's positioning statement they say for World Wide Web users who enjoy books.
Amazon is a retail bookseller that provides instant access to over 1.1 million books unlike traditional
book retailers Amazon provides a combination of extraordinary convenience low prices and comprehensive
selection.
So there you have it.
Their audience is huge worldwide web users.
For people who enjoy books that's a giant audience too.
They talk about how they position themselves as a retail bookseller.
This is when they were starting out this is their early positioning statement and they have lots more
than 1.1 million books now but that's like wow that's a ton of books compared to traditional book retailers.
And then they talk about the convenience the low price it is and the comprehensive selection being the
things that separate them.
Let's look at Harley Davidson the motorcycle manufacturer.
So they say they change it up a little bit but they are the only motorcycle manufacturer that makes
big loud motorcycles for macho guys and macho wannabes mostly in the United States who want to join
a gang of cowboys in an error era of decreasing personal freedom like going on there.
So their audience at least when starting was mostly the United States and still probably is mostly the
United States.
They're targeting specific guys.
People who are macho guys but also people who want to be macho because we know there's a difference
there.
They talk about what they make big loud motorcycles.
And it's for people who want to gain want to join a gang of cowboys in an era of decreasing personal
freedom.
So this is kind of going to help them determine how their person their voice the types of advertising
they do the way their advertising looks.
The rest is kind of directing where they're putting their advertising who they are targeting with it.
But this is really going to determine their voice and how they separate themselves from other companies.
Including the big loud motorcycles because that is really what sub sets them apart.
All right.
So I hope these two examples help you come up with your own positioning statement and I can't wait to
see it myself.
So please complete the assignment.
Send it to us and we'll give you any feedback advice critique that we have.
Thanks and see in the next lesson.