The Positioning Era

The Positioning Era refers to a marketing approach that focuses on creating a clear, unique identity for a product or brand in the minds of consumers. Originating in the late 20th century, it emphasizes understanding customer perceptions and positioning the product distinctly against competitors. Companies aim to communicate a specific value or attribute that resonates with their target audience, helping their brand stand out in a crowded marketplace. This strategy involves message consistency and differentiation, ensuring that consumers associate the brand with the right attributes and maintain a strong, favorable position in their minds.