For those unfamiliar with the art of positioning, it is a term referring to where each of us “positions,” or ranks a brand. Sure, even people and countries are brands in today’s marketing-obsessed society. But let’s relegate our thinking to more commercial brands like, let’s say, coffee.
In a recent evening class I was teaching on Creativity and the Media, I used Starbucks as a number-one ranked positioned brand. Although other chains had already been around for years like The Coffee Bean, it was Starbucks that captured wide public attention first. And being first makes any brand very difficult to de-throne. Pick up a copy of Positioning: The Battle for Your Mind by Al Ries and Jack Trout for prime examples of first-to-market brands that endure through the ages. It’s a light read, and is the foundation of all things positioning.
After a few utterances of the Starbucks brand, I was quickly corrected by a student who informed me that Dunkin’ Donuts holds that distinction validated by blind taste tests. Well, here’s where positioning can really become segmented, altered, sliced and diced to your company’s advantage. You see, each positioning is based on a category of beliefs. Who’s ranked higher in position: Nordstrom’s or Wal-Mart? In service, Nordstrom’s. In savings, Wal-Mart. But how many of us would even consider positioning these two brands against each other?
Positioning is best used when comparing and contrasting similar products and services. Coke and Pepsi. Hertz and Avis. Starbucks and Dunkin’ Donuts. You and your competition. It all depends on an individual’s point-of-view—our societal prism we develop over the years to judge a brand. Where we grew up. Who we surround themselves with. The lifestyle we seek. We are a product of our environment, and we act accordingly.
The secret to using positioning to your advantage is to know your ranking in the mind of your customer (wishful thinking is prohibited), and then do battle accordingly.
Or jump ship and create you own positioning category like Starbucks did.