CFA Lesson Twelve

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Positioning & Pricing

Lesson Twelve is where we start to put a price on your offerings - based on your brand positioning. You won't be told what your prices should be, but rather, how to determine the range of your pricing based on your positioning. Remember, this is preliminary pricing, and will likely change over the course of your time in the Apprenticeship. That's normal.

You can't talk about pricing without first looking at positioning. Is your company more like Wal-Mart, Tiffany, or somewhere in between? Understanding your positioning helps you communicate your pricing to your right audience so that they can say yes with confidence.

If you have questions, be sure to contact us. We're here to help!

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Your Assignment

Remember that EVERYTHING is an opportunity for awareness!

  1. Decide on 3-5 Brand Models. What is their brand positioning and how does it match what you're trying to create? Where do they fall on the positioning spectrum?
  2. Decide on your brand positioning, are you more Wal-Mart or Tiffany? How does your pricing and messaging reflect that?
  3. Continuing in your notebook, draft 1-2 brand stories to start sharing with your audience.
  4. Celebrate your wins. If you're in A-Club, be sure to celebrate in the group!

Extra Resources

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Lessons: 9 | 10 | 11 | 12