Explain Sharp’s general argument to demonstrate that you understand it well.
First, understand what Sharp means when he says the following:
Differentiation does exist, but the degree of differentiation is weak and varies little between rival brands, and is far less important than it is portrayed. (Ch. 8).
Explain Sharp’s general argument to demonstrate that you understand it well.
Then, understand what Percy means when he says the following:
At the heart of the positioning statement is the benefit … [which] …should be selected to help differentiate the brand from competition on an important … criterion. … What one is looking for … is the perception of uniqueness for the brand, and this must come from the way in which the benefit claim is made … (Ch. 9, 3rd ed., or Ch. 8, 2nd ed.).
Explain Percy’s general argument to demonstrate that you understand it well.
Second, provide your own conclusion and supporting rationale. Is differentiation/uniqueness important? Why or why not? Under what circumstances might it be, or not be, important? Explain your position, and use evidence or illustrations to support your arguments. You may also critique the evidence or logic that Sharp and/or Percy use to make their assertions.
Once you have explained the basic ideas of Sharp’s and Percy’s arguments, state your main point clearly. Then you can unpack or explain your position.
To make your justification clear, it can be helpful to use this phrase: “This is because….” Make your assertion or conclusion and follow it up with that sentence. For example: “I will paint the reading room blue. This is because the color blue leads a person to relax, and a person must be relaxed in order to concentrate on a book.” So every time you make an assertion, follow up with a justification.
You must take a clear position. You may not say something vague like “Sharp and Percy are both right in their own way” (unless you provide sound evidence or rationale to back that up). Usually, that sort of statement is made by people who want to avoid rigorous analysis.
You may not use yourself as evidence, like (“I find myself attracted to unique products.” Or, “I tend not to care which detergent I buy as long as it’s effective.”). You are not typical, and you should not use your own experience or conjectures to draw general conclusions about a class of people.
Answer preview to explain Sharp’s general argument to demonstrate that you understand it well.
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