WEBVTT 00:00.450 --> 00:06.930 One of the best articles that I've read about positioning is this one that is on the first round review 00:07.260 --> 00:13.170 and this is actually the one where I work through my own positioning statement and they have some examples 00:13.170 --> 00:20.190 so I want to walk through a couple of examples of different companies positioning statements to help 00:20.310 --> 00:22.740 you better understand what we're talking about. 00:22.740 --> 00:28.670 I know I already did mind but it's good to look at sort of real companies that you might know. 00:28.680 --> 00:36.260 So for Amazon's positioning statement they say for World Wide Web users who enjoy books. 00:36.360 --> 00:45.180 Amazon is a retail bookseller that provides instant access to over 1.1 million books unlike traditional 00:45.180 --> 00:53.250 book retailers Amazon provides a combination of extraordinary convenience low prices and comprehensive 00:53.250 --> 00:54.320 selection. 00:54.330 --> 00:55.680 So there you have it. 00:55.680 --> 00:59.230 Their audience is huge worldwide web users. 00:59.400 --> 01:04.150 For people who enjoy books that's a giant audience too. 01:04.170 --> 01:08.220 They talk about how they position themselves as a retail bookseller. 01:08.220 --> 01:13.500 This is when they were starting out this is their early positioning statement and they have lots more 01:13.500 --> 01:19.890 than 1.1 million books now but that's like wow that's a ton of books compared to traditional book retailers. 01:19.890 --> 01:25.080 And then they talk about the convenience the low price it is and the comprehensive selection being the 01:25.080 --> 01:26.530 things that separate them. 01:27.380 --> 01:31.880 Let's look at Harley Davidson the motorcycle manufacturer. 01:31.880 --> 01:37.700 So they say they change it up a little bit but they are the only motorcycle manufacturer that makes 01:37.700 --> 01:46.670 big loud motorcycles for macho guys and macho wannabes mostly in the United States who want to join 01:46.670 --> 01:53.500 a gang of cowboys in an error era of decreasing personal freedom like going on there. 01:53.510 --> 02:00.020 So their audience at least when starting was mostly the United States and still probably is mostly the 02:00.020 --> 02:00.810 United States. 02:00.940 --> 02:02.510 They're targeting specific guys. 02:02.510 --> 02:07.850 People who are macho guys but also people who want to be macho because we know there's a difference 02:07.880 --> 02:08.980 there. 02:08.990 --> 02:12.240 They talk about what they make big loud motorcycles. 02:12.560 --> 02:19.970 And it's for people who want to gain want to join a gang of cowboys in an era of decreasing personal 02:19.970 --> 02:20.630 freedom. 02:20.630 --> 02:28.820 So this is kind of going to help them determine how their person their voice the types of advertising 02:28.850 --> 02:32.200 they do the way their advertising looks. 02:32.300 --> 02:38.350 The rest is kind of directing where they're putting their advertising who they are targeting with it. 02:38.360 --> 02:45.260 But this is really going to determine their voice and how they separate themselves from other companies. 02:45.320 --> 02:50.260 Including the big loud motorcycles because that is really what sub sets them apart. 02:50.620 --> 02:51.070 All right. 02:51.070 --> 02:56.000 So I hope these two examples help you come up with your own positioning statement and I can't wait to 02:56.000 --> 02:56.780 see it myself. 02:56.780 --> 02:58.840 So please complete the assignment. 02:58.940 --> 03:04.310 Send it to us and we'll give you any feedback advice critique that we have. 03:04.310 --> 03:05.720 Thanks and see in the next lesson.