Goal

At the end of this module, you should be able to develop a strong, differentiated positioning strategy (for your product and/or company) based on market research and competitive analysis.

Lessons

• Lesson One: The Key to Positioning

  • What is positioning and why it's one of the most important concepts in branding

• Lesson Two: The 4Cs of RAD Positioning

  • The RAD positioning framework and a helpful exercise

• Lesson Three: Common Positioning Territories

  • The most common positioning territories in medtech

• Lesson Four: The Positioning Statement

  • The craft of crafting a winning positioning statement

 Resources

• Template: Positioning exercises and positioning statement framework

• Examples: Positioning statements

• List of interview questions

• MtBA GPT: Positioning Statement Coach