Tom Dougherty, CEO – Stealing Share
15 November 2010
A basic branding term is “brand positioning,” which most believe is the identity or description of who you are and what you do.
If you’ve read this blog and other pages on our site, you know that definition is not brand positioning if you are to create preference. In order to do that, your brand position has to be a direct reflection of the target audience. So, that audience covets being a part of your brand. (Nike’s “Just Do It” is a reflection of us who want to be winners, Apple’s “Think Different” is a reflection of us who want to look upon as smarter than the rest, etc.). A brand position is about them, not you.
But putting that aside – and it pains me to do so, because it’s the nut of what makes brand positioning so valuable. It stuns me how many brands, companies and industries ignore even the basic tenets of brand.
Think of this: Positioning, for it to represent a true choice, has to be positioned against your competition. If we’re all in agreement with that, then why do so many players within a particular category all claim the same thing?
Brands claim to have valuable positioning
Brands across all spectrums claim to have a position. But, in fact they do not. Because by its very definition, a position means you must have space between yourself and the other players. In baseball, not everyone defines themselves as a shortstop. Yet, that’s exactly how many brands operate.
I’ve seen this kind of lazy positioning too often to think it’s an anomaly. Insurance companies all claim they have the best price. Retailers do the same. The cell phone manufacturers claim a lifestyle. Beers all claim great taste. Auto manufacturers claim safety and a driving experience. And on and on.
This madness is why Stealing Share exists. Because so many get even the most fundamental parts of brand wrong. Personally, I call it laziness.
I bring this up because, as the holiday advertising inundates us, take a step back and see who actually takes a brand position. One that’s different and better than its competition. Then watch as brands wonder why their market position didn’t change a bit during the season.
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