Marketing
Take a clear position in the mind
When price pressure or perception drift sets in, diagnose the position with the Three Cs, choose a clear value space, and reposition the brand.
Your learning route
The program order
Complete the programs in order to finish the route. Each one brings short lessons, applied practice and a realistic business case together.
Plus and Pro members can create a verifiable Stratify certificate when the route is complete.
- Program 01
Brand positioning: mental real estate
Foundational: you learn the rules of staking out a piece of real estate in the consumer's mind. By the end of this program you can write a four-component positioning statement, distill it to a single claim, and choose deliberately between rational and emotional appeals.
- Mental real estate
- Levitt: there is no such thing as a commodity
- The four components of the statement
Apply it: Case: Bright Cove looks for a position
8 lessons · ≈3 hours
- Program 02
The Three Cs model: positioning by analysis
Intermediate: you move the choice of position from intuition to analysis. By the end of this program you can run a value claim through the consumer (relevant, resonant, realistic), competition (distinctive, defensible, durable), and company (feasible, favorable, faithful) filters and read a perceptual map.
- The job your product is hired for
- Climbing the value ladder
- Cultural resonance
Apply it: Case: Sprout Bowl chooses its position
11 lessons · ≈4 hours
- Program 03
Repositioning and rule-breaking positions
Advanced: you learn the risks and techniques of changing an established brand's position. By the end of this program you can structure a repositioning through the four components of the positioning statement, anticipate the backlash scenarios of identity brands, and evaluate Youngme Moon's rule-breaking strategies.
- Pepsi's century
- Reset the four levers
- The evolutionary path
Apply it: Case: Kestrel comes down to the city
9 lessons · ≈4 hours