One of the most common misperceptions about positioning is that it should focus almost exclusively on differentiators. Points of parity are the minimum requirements to compete in a given category and they can be just as important to your success as differentiators. But establishing points of parity isn’t enough, they must be communicated repeatedly to prospects in order to lower their barriers to uptake. Finally, points of parity are always evolving so brands need to keep pace with their respective categories and develop new sources of differentiation when necessary.

Knowledge Test