The drao-specific theorem, which was introduced in 1969 at the heart of the doctrine of “honor-taking of the mind of the user”, has, however, become increasingly difficult to apply in modern enterprises, following extensive research by the institute of commercial studies, and as the consumer population evolves, an in-depth study of the case studies of the application of the position-specific theory has shown。
On 20 june 2020, the institute of commercial models pioneered the new upgrade and discovery of the positioning theory that positioning should be “creating a sense of intellectual identity”。
From "grabbing the mind" to "creating a sense of mind."
At the heart of the traditional positioning theory is the primacy of the mind of the user, as evidenced by the widespread use of terms such as “leader”, “leader” and “soldier” when advertising law does not prohibit the use of terms. At that time, this approach had worked to some extent because of the low volume of information and the low number of brands. However, with the changes in new information tools, new lifestyles and, in particular, the unique characteristics of the mainstream consumer population after 90, it is no longer the words that are used to buy a particular commodity. “what does it matter to me?” is a problem for most consumers. Another evidence is that in recent years branding through traditional positioning theory has rarely been successful。
In the view of kisr, “creation of a sense of intellectual identity” is the correct understanding of positioning. In short, it is the identification of consumers that matters and the mind that cannot be robbed. We can quickly understand from the client research of mills of mills, mills and apples, that these brands never try to take over minds, but build links to consumers' minds through scenes, feelings, user experiences, etc。
From "static, outcome" to "dynamic, process" orientation
The disadvantage of the traditional positioning theory is that the desire to direct relations with consumers through static descriptions, outcome orientations, such as repeating an advertising ad to deepen user awareness, is the effect that no one likes to keep talking to you. These approaches may have some effect in a short period of time, but when there are new, different brands, they are new, because people are always curious。
However, the institute believes that positioning is a dynamic process that requires a submersible interaction in order to reach the mind of the user and generate intellectual identity。
From saying it to feeling it
The traditional positioning theory, which was born in the traditional media era, is confined to the form of the traditional media, and its expression tends more to express itself in a simple and direct manner, primarily to allow for the full expression of brand positioning, for example, with a particular focus on advertising performance. As can be seen from the more highly performing use of the melon-based used car net, much of it is used in elevator advertising – a media that is closer to traditional forms of media expression. However, if sent to the internet community, its value would be greatly diminished, and others would regard it as a lull and a deep sense of mistrust。
The institute believes that “eat” is the new locator of positioning, and that more can affect users' feelings, such as apple styles, and build bridges with users' minds through various ways of feeling and experience。
Concluding remarks
As new consumption changes, the strategic positioning of enterprises is changing to adapt to the demands of the times of competition. Through a wealth of operational and research work, the institute salutes the traditional positioning theory and finds new ways of positioning to be important in promoting business theory and industry development。
