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 Why a new approach to positioning analysis?

 No current concept defines the place on a positioning map where meaning is lost.

The examples of positioning in marketing textbooks are typically ones that show successful positioning, i.e., brands with clear meaning in the minds of consumers. Where on a positiong map is meaning lost?

A black hole defines the place on a positiong map where meaning is lost. As such, it provides guidance—and a warning—to brand managers about how to avoid loss of sales and market share.

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