Brand  Positioning

Sandwich chains

In real estate, the most valuable property is often the one with the greatest distance from its neighbors. 

The properties close together, with the same design, are not worth as much.

Same goes for brand positioning

If your brand stands right alongside your competitors, it isn’t worth much because an equal choice sits right there for the taking.

Let’s look at this from inside a competitive category. 

Sandwich chains.

As we all know, Subway is the market leader.  It’s EVERYWHERE. 

Subway’s branding  encompasses its long-standing position of Eat Fresh. 

The ingredients are right in front of you as a “sandwich artist” builds it for you per your instructions.

So what does the competition do? They all talk about fresh ingredients!  Now that’s some differentiation.

Meanwhile, there is Quiznos. Declaring bankruptcy in 2014, the owners sold it n 2018.  The brand once owned more than 5,000 locations just a decade ago. Now, it runs less than 800.

Meanwhile, there is Quiznos. Declaring bankruptcy in 2014, the owners sold it in 2018. 

Meanwhile, there is Quiznos. Declaring bankruptcy in 2014, the owners sold it n 2018.  The brand once owned more than 5,000 locations just a decade ago. Now, it runs less than 800.

The brand once owned more than 5,000 locations just a decade ago but owns less than 800 today.

What happened? It’s simple. Its branding positioning was not unique.

same

It positions its brand on a table stake. It…toasts sandwiches.

Its other selling point? That you can make your own sandwiches. JUST LIKE SUBWAY.

Four years ago, Quiznos President and CEO Doug Pendergast thought the key was a better physical design of its stores.

“As we think about bringing Quiznos forward, the place, the physical design, is a big part of the Quiznos experience.”

You can certainly make an argument that Subway markets its own table stakes.

All sandwich shops should have fresh ingredients.

But you can only take that route if you spend millions of dollars ($459 million to be exact) on marketing.