Branding
Let’s face it:
Water is still H20.
No distinguishing feature separates one water from the next. In order to target your audience effectively, you must position yourself, your product, and your company to define the message you wish to. Finding receptivity in the audience's mind at the right place, and at the right time, is the heart of positioning.
No matter how great your products and services, without a story they may get lost in the crowd. Developing a positioning strategy helps set the tone and direction of the message you want to send. You can't control perception, but you can enhance it. Why else do consumers pay $1.50 for a 16 oz. bottle of water they can get from their home for less than a penny?
