Positioning

In these days, the word I always heard and thought about is "positioning". We need to think about the positioning for our client in the project. But what is positioning?

In an advertising campaign, positioning can say is the core of the campaign. All the ad ideas are developed from the positioning. To explain simply, I think the positioning is the message that the product/service want to tell others.

Before finding the positioning of the Hongkong Post, I found some TVC and tried to analysize what they want to tell us.

Cathay Pacific 2004 TVC - I CAN FLY

Message: Everyone can fly!

Cathay Pacific TVC

Message: Cathay Pacific can reach over 90 places. Visit anyone you want.