We want to position ourselves as the market leader, say several of marketing managers every year.
They cannot do that. They cannot poisition as a leader por one simple reason.
NO COMPANY CAN POSITION ITSELF AS ANYTHING.
You can focus your efforts and your communication, which sometimes can influence your position. But your position is a place, and someone else puts you there: YOUR PROSPECT.
No matter if your company do nothing to position itself. Inevitably, your company will have a position. Prospect simply takes what he knows about the company and position de company accordingly.
position is a passive noun; It’s something that the market does to your company. The smartest thing is take your position and turn it to your benefit.
Don’t start by positioning your service. Instead, leverage the position you already have.