Lecture Notes: Importance of Positioning and Image

Introduction to Judgments and Perceptions

• Common saying: "Don't judge a book by its cover," but in reality, everyone does.
• First impressions matter in various situations, e.g., first day of class, first date.
• Personal story example: romantic vs. unappealing date locations.
• The importance of appearance and behavior in job interviews and workplace settings.
• People often judge based on superficial factors, affecting professional and personal success.

Key Focus: Positioning Statement

• Goal: Improve self-presentation for job interviews, promotions, and success.
• Positioning: How you or a brand is perceived by others compared to competitors.

Understanding Positioning

• Definition: Establishing a place in people's minds.
• Desired outcome: Immediate recognition of what a product/person does and the solution it offers.
• Superlatives: Associating products or people with the most, best, etc.
  • E.g., "the most natural," "the best price," "the safest."
• Emphasis on individual strengths and skills within teams or workplaces.

Positioning Statement Details

• Purpose: Internal guide, not a public slogan.
• Components:
  1. Target Market: Who is your audience?
  2. Unique Value: What are you best at?
  3. Evidence: Support your claim with proof.
  4. Competitors: Identify competitors for market positioning.
• Importance of focusing on one or two strengths.

Examples of Positioning Statements

• Personal Example: Corey's application for a brand manager at General Mills.
  • Customer: Brand managers hiring
  • Competitors: Other applicants
  • Value: Ability to build brands
  • Evidence: Past success with two brands
• Brand Example: Boss Waters
  • Middle-class consumers targeting design statement
  • Unique offering: Purest, distinctive drinking experience
  • Evidence: Artesian source, iconic glass bottle

Conclusion

• Positioning statements guide long-term success.
  • Reflects consistency between self-perception and customer perception.
  • Aids in readjustments when perceptions shift.
• The lecture offers valuable insights for both professional careers and personal development.
• Encouragement to apply principles discussed to maintain and improve personal and brand success.

Final Thoughts

• Appreciation for attending the class.
• Encouragement to ponder these concepts further, apply them, and continue learning.