<aside> 💡 Notion tip: Share this one-pager with your whole company to align everyone with your messaging. You can keep it in your company wiki so it's front and center!

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The positioning model

<aside> 1️⃣ 這是什麼?

請具體描述。

<aside> <img src="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />

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<aside> 2️⃣ 顧客獲得什麼好處?

如何改善顧客的生活?

<aside> <img src="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />

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<aside> 3️⃣ 它的個性是什麼?

如果你的產品、公司或服務是一個人,而你在社交場合遇見他,你會如何描述?

<aside> <img src="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />

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The branding pyramid

<aside> 1️⃣ 產品特質

產品提供的「基本要素」— 為顧客帶來好處的內容。

<aside> <img src="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />

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<aside> 2️⃣ 產品好處

你的產品如何改善顧客的生活?

<aside> <img src="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />

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<aside> 3️⃣ 情感好處

如果你的產品能夠成功提供這些好處,你希望顧客有什麼感受?情感的觸發能讓品牌令人難忘。

<aside> <img src="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />

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<aside> 4️⃣ 更遠大的願景

在未來十年或二十年,你的產品或服務將如何改變世界?放膽想像。

<aside> <img src="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />

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The concept summary

<aside> ▶️ 你的概念總結

必須回答這個問題:人們是否了解我是誰、我的帶來的好處、我的個性,以及我將象徵的遠大願景?

<aside> <img src="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" alt="https://s3-us-west-2.amazonaws.com/public.notion-static.com/1f88cc90-92fd-4ce4-bfcd-25daec2ffbbe/4057b001-a22e-417a-b44a-7263ac8a3133/Arrow.png" width="40px" />

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