Positioning relies on the communication of one or more sources of value to customers in a way that the customer can easily make the connection between his or her needs & wants and what eh product has to offer.
There is always (at least) one sender, a message, and a recipient in a communication. Despite the fact that it may seem straightforward, communication is a really complicated topic. Numerous factors can have an impact on the message's passage from sender to destination. These include the way we feel, the circumstances in which we live, the means of communication, and even the place we are. It is because of this complexity that companies from all over the world place such a high value on strong communication skills. It is actually very difficult to communicate in a clear, precise, and unambiguous manner. The sender typically uses a combination of verbal and nonverbal cues to "encode" the message. It is sent somehow (like as through speech or writing), and the recipient "decodes" it.
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