Did you know that “Positioning” had been promoted? (P intended) Yes, it’s official; it’s now one of the seven “Ps” of the marketing mix. The other two new ones are People and Packaging. There used to be just four; Product, Price, Place and Promotion. And you had to make do with them.
Well I am all for Positioning splintering off “Product,” where it used to reside, modestly and meekly, with its pal, Packaging. Positioning has even outdone “Branding,” a much sexier and glamorous competitor for marketers’ attention. I had made a sort of cheat-sheet for myself so I’d remember the difference between the two. It went like this; “Branding” was an emotional connection between a product, a service, even a company, and the consumer; while “Positioning” was more of an intellectual concept; it referred to where in the consumer’s mental map that product, service or company was located.
And regarding “People”? Love it. That is a super astute addition to the Ps.