Positioning is not the same as position.

Positioning has traditionally been described as the space your brand occupies in the consumer’s mind. Are you positioned as the “premium” brand? Or “value brand.” Or something else? Classic marketers considered only a few positionings as viable because the consumer was unwilling to sort out our mess. But shift forward. Your brand can hold any one of a number of positions. A position is not a positioning. It’s a point of view, a deep conviction, a value or passion that your brand shares with the customer. In many categories, particularly where the actual products are indistinguishable, consumers are lining up with brands that line up with them.

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