Part 1/3
The Idea of Positioning.
The term Positioning has been the foundation of the advertising industry for a long time — I would say it started in the 1950s and 60s. It was brought to a broader audience in the early 80s when Jack Trout and Al Ries launched the book “Positioning: The Battle for Your Mind.”
It is a constantly evolving notion that has been interpreted by many, but its core hasn’t changed that much. So, what is positioning, and why is it important?
There is a saying: “It’s much harder to differentiate yourself by what you do than by how you do it.” There are, of course, exceptions, e.g., if you invent the iPhone, but the bottom line is that you can add value that makes you stand out in a way that a competitor can’t copy. We call those imaginary values. And imaginary values are what positioning is about.
Positioning — happens between your ears
This is common knowledge in the large consumer goods sector. However, I’m surprised by how many companies in other industries have yet to understand this. Many have not utilized positioning to gain a competitive advantage.
Positioning occurs in an individual’s mind. You create a perception of your brand that stands out as yourunique asset.
It’s no difference between B2C and B2B
However, in my 30 years of experience, I’ve seen many examples of how positioning contributes to the success of companies across every industry. The concept of positioning remains the same whether in B2C or B2B contexts. It serves as a strategic advantage for specialized B2B companies, B2C retailers, and advanced service providers. Every company and brand faces competition and must create competitive advantages, making positioning an essential tool.
Nevertheless, many are unaware of the hidden power of effective positioning. For many companies, marketing communication resembles makeup rather than a genuine tool for business improvement. It often acts as a façade, maintaining a clean and appealing front in the market, similar to that of their competitors. In my opinion, this typically results in only minor distinctions within the industry.
Gain a competitive advantage
To me, positioning is a way to reach your business objectives more efficiently. By positioning your brand uniquely, you gain an advantage over the competition. I have been talking to companies about this my whole career, and those who embrace the concept of positioning have thrived. It’s a no-brainer for me. It has a cost, but the outcome can be massive.
The challenge is that so much is driven by the perception of ROI. It is easy to measure clicks, e.g., cost per acquisition, conversion rate, customer lifetime value, ad spend return, and click-through rate — and this knowledge is crucial to success. But, positioning is a belief, a hypothesis, that having something that is perceived as unique has great value that transfers into deliverable actions.
Here, you find a post about the Brand Bank and how deposits and withdrawals on the brand account are a way to look at building a long-term increasing value of the brand.
Strengthen your brand
A strong positioning significantly impacts your brand and the bottom line. It is the key to successfully harvesting your investment, whether online, through personal sales, in stores, etc. It can be time well invested to examine how positioning a brand provides a competitive advantage.
Part 1 of 3
This is part one of three in “The Cookbook on How to Position a Brand to Make it Tastier*,” in which we discuss the concept of positioning and how it can add a dimension to most brands and companies that many still don’t grasp.
In the following two parts, we will discuss the two most essential ingredients for successful positioning: Naming, and the Brand Concept.
Are you curious about how positioning can add a new dimension to your brand or company? Let’s schedule a meeting — we are happy to show you how it’s been done for others.
Part 1/3
The Idea of Positioning.
The term Positioning has been the foundation of the advertising industry for a long time — I would say it started in the 1950s and 60s. It was brought to a broader audience in the early 80s when Jack Trout and Al Ries launched the book “Positioning: The Battle for Your Mind.”
It is a constantly evolving notion that has been interpreted by many, but its core hasn’t changed that much. So, what is positioning, and why is it important?
There is a saying: “It’s much harder to differentiate yourself by what you do than by how you do it.” There are, of course, exceptions, e.g., if you invent the iPhone, but the bottom line is that you can add value that makes you stand out in a way that a competitor can’t copy. We call those imaginary values. And imaginary values are what positioning is about.
Positioning — happens between your ears
This is common knowledge in the large consumer goods sector. However, I’m surprised by how many companies in other industries have yet to understand this. Many have not utilized positioning to gain a competitive advantage.
Positioning occurs in an individual’s mind. You create a perception of your brand that stands out as yourunique asset.
It’s no difference between B2C and B2B
However, in my 30 years of experience, I’ve seen many examples of how positioning contributes to the success of companies across every industry. The concept of positioning remains the same whether in B2C or B2B contexts. It serves as a strategic advantage for specialized B2B companies, B2C retailers, and advanced service providers. Every company and brand faces competition and must create competitive advantages, making positioning an essential tool.
Nevertheless, many are unaware of the hidden power of effective positioning. For many companies, marketing communication resembles makeup rather than a genuine tool for business improvement. It often acts as a façade, maintaining a clean and appealing front in the market, similar to that of their competitors. In my opinion, this typically results in only minor distinctions within the industry.
Gain a competitive advantage
To me, positioning is a way to reach your business objectives more efficiently. By positioning your brand uniquely, you gain an advantage over the competition. I have been talking to companies about this my whole career, and those who embrace the concept of positioning have thrived. It’s a no-brainer for me. It has a cost, but the outcome can be massive.
The challenge is that so much is driven by the perception of ROI. It is easy to measure clicks, e.g., cost per acquisition, conversion rate, customer lifetime value, ad spend return, and click-through rate — and this knowledge is crucial to success. But, positioning is a belief, a hypothesis, that having something that is perceived as unique has great value that transfers into deliverable actions.
Here, you find a post about the Brand Bank and how deposits and withdrawals on the brand account are a way to look at building a long-term increasing value of the brand.
Strengthen your brand
A strong positioning significantly impacts your brand and the bottom line. It is the key to successfully harvesting your investment, whether online, through personal sales, in stores, etc. It can be time well invested to examine how positioning a brand provides a competitive advantage.
Part 1 of 3
This is part one of three in “The Cookbook on How to Position a Brand to Make it Tastier*,” in which we discuss the concept of positioning and how it can add a dimension to most brands and companies that many still don’t grasp.
In the following two parts, we will discuss the two most essential ingredients for successful positioning: Naming, and the Brand Concept.
Are you curious about how positioning can add a new dimension to your brand or company? Let’s schedule a meeting — we are happy to show you how it’s been done for others.