In my observation,

Whirlpool does coherent and specific search for their products

including all relevant keywords like appliances, dishwashers,

customers support,etc. Everything which a consumer might

seek. Also, Consumers mostly search for a specific brand and

its features. That is, they are more interested by specific

brand’s features rather than just any product with relevant

features.

As for as the role of search in positioning, what are your feelings. Does whirlpool do a good job here?

Your guidelines for a positioning statement seem to be perfect for search copy; I wonder why more brands have not adapted.

Thanks for very interesting issues that are being raised.

First, positioning statement should be short, sound and
with clear message of the value which this product brings to the customers. Then, it shouldn’t be like the whole detailed description of the product features.

And TV Commercials still play major roles in grasping the attention of people. Still, they’ve got greater reach of the audience. And they are better channeling emotional appeal.

Long-time successful brands have very effective communications
because they are already dominating in consumers’ minds.
Moreover, it’s constantly important to have effective media planning with flighting schedules.

Best Regards, Aygul