The Point of Positioning
1. Killer competition
2. Hyper-proliferation of choices
3. Communication overload.
In any category, the glut of choices is paralyzing. Recall the last time you stood staring at the toothpaste aisle. Is it any wonder we now have a condition called choice anxiety?
Marketers hurl 3,500 messages a day at the average American. With so much noise, the risk of your advertising passing unnoticed is exceedingly high.
The only way to rise above it is positioning - carving a sharp focal point around your most important competitive difference and planting that difference firmly in the minds of your prospects.
The Relationship Between Brand and Position
What often goes wrong with marketing campaigns can be traced to a misappropriation of marketing focused on branding when the first thing required is positioning. Brand and position are different sides of the same coin. Without positioning, brand value isn't sustainable, because the position itself is where a brand's fundamental difference — and hence its value — lies.
A brand campaign without a positioning strategy is advertising on a whim. Think of it this way: Most companies wouldn't launch products without knowing market intelligence, yet it's surprising how many fly blindly with their brands, not realizing that doing so puts their market value at risk.
Starbucks = Coffee experience
Uber = On-demand taxi
Google = Search engine
- Sets the long-term direction for your brand according to its core truths and competitive landscape.
- Prescribes all the P's of marketing — product, price, promotion, people, priorities and place — and organizes them within the context of a single, pervasive strategy that brings consistency and constancy to everything you do.
- Builds trust and loyalty among customers (whereas inconsistency creates confusion and mistrust).
- Improves cost efficiencies across communications for optimal return on investment.
- Is cumulative. Implemented effectively over time, it builds brand equity and establishes goodwill (like a bank account). That's why it's so powerful.
- Directs what to do and what to stop doing. (Helps to identify the things that deter and detract from your core purpose and do not add value.)
- Goes to the heart of purpose, what we call your essential "anatomy." (By standing for something, you stand apart.)
- Establishes a clear reference point for the development and evaluation of all marketing and advertising communication.
The purpose of business is to create and keep customers. Differentiation is the key to building and maintaining a competitive advantage. Positioning is about getting the right idea. The right idea is a differentiating idea. People make decisions on the basis of differences. The right idea (differentiation) gives an organization, product, or service a distinct advantage over the competition.
Without a clear difference, people stick with what they know. The more unique (different) and meaningful (relevant) the positioning (competitive) idea is to the prospect, the higher the marketing value. We believe that it is irresponsible to spend money on advertising that fails to express a true difference.
AWARD WINNING WORK
Everything we do at America’s #1 Positioning Ad Agency is based on brand positioning. Everything! Check out some of our award winning work, examples of B2C and B2B marketing made better by differentiating our clients' brands against their competition. You may choose to view portfolio examples by client, media type or industry.
Five ways to steer your business through the pandemic August 11, 2020
Let’s take a look at what we can do with our businesses to keep them successful.
The COVID-19 pandemic may be the biggest shock to our lives and livelihoods since the Spanish flu in 1918. Our lives and the economy have ...
How to Market During a Crisis April 20, 2020
The Chinese word for “crisis” is frequently cited for its use of two Chinese characters signifying “danger” and “opportunity.” In other words, “never let a crisis go to waste.” Capitalizing on our current opportunity is ...
Moral-based capitalism still best bet February 19, 2020
Fictional character Gordon Gekko uttered a famous line that is far from fictional in describing the worst of capitalism.
“The point is, ladies and gentlemen, that greed ... is good. Greed is right. Greed works,” said Ge...
Super Bowl LIV Advertising: The game behind the game January 28, 2020
(As seen in Crain’s Cleveland Business.)
Will more brands brave the political fray in 2020?
For many years, advertisers were cautioned not to mix brands with politics. Conventional wisdom said choosing sides was comme...
Innis Maggiore earns 'Outstanding Website' WebAward for DragonSkin Cable site Learn More
Three students awarded Innis Maggiore Endowed Scholarship for Communications Learn More
Innis Maggiore adds two special project interns for the summer Learn More
Innis Maggiore launches Stimulate Our Stark (SOS) initiative Learn More