Positioning

Positioning is the place that a brand occupies in the customer's mind relative to its competitors. Not a logo, not a slogan or “mission” on the site. This is the answer to the question “why choose you over your neighbor,” which the client can repeat in his own words.

Good positioning narrows, not expands. “Computer club for everyone” is not a positioning. In the EZ KATKA case, we were not selling a “club with powerful PCs,” but a place where people come to play as a team and enjoy the atmosphere of the tournament - and this changed everything: from creatives to the layout of the hall.

The main test: if you remove the brand name from the advertisement, will the audience still understand that it is you? If yes, there is positioning. If advertising suits any competitor, there is none, and then you compete only on price.