Positioning is what I consider to be the “most obvious thing to people but not obvious to people”. When I explain it to people they give me a blank stare of confusion and then when I break it down they go “Oh ya that’s obvious”. It’s so obvious that April Dunford who I consider to be the Queen of Positioning wrote a book called “Obviously Awesome” that has been attached to me every day just as much as my cellphone.
Positioning is one of the most important things you can do for your company and products.
When positioning is explained, most people think “Oh ya, that’s obvious”, but then when it’s time to implement positioning into a company or product, it is done wrong the majority of the time, which is why although it may seem obvious it’s a tough thing to accomplish correctly.
So you may be wondering what is positioning. Positioning refers to the way a product is perceived and positioned in the minds of consumers relative to competing products or alternatives in the market. Here are some examples:
When you think of Mexican fast food that offers affordable and convenient meals, Taco Bell’s positioning comes to mind. They have positioned themselves as a Mexican fast-food chain that provides quick, affordable, and consistent food options.
When you think of a one-stop shop for affordable home goods, Target’s positioning may come to mind. Target has positioned itself as a retailer that offers a wide range of products, including clothing, home decor, electronics, and groceries, with a focus on affordability, style, and convenience. On the other hand, if you think of a one-stop shop for affordable home goods, that has a similar offering to Target but with even more affordable pricing, what retailer do you think of?
When you think of reliable and fuel-efficient vehicles that cater to a wide range of consumers, Honda’s positioning may come to mind. Honda has positioned itself as a brand that delivers reliable and efficient vehicles with a focus on practicality, affordability, and longevity.
With those 3 examples, you may start to catch on how a brand’s positioning sits in the mind of consumers. Brands also take it a step further and position products within a brand. Let’s look at some of those examples:
When you think of iconic basketball shoes that embody style, performance, and cultural significance, Nike Jordan shoes’ positioning may come to mind. Nike has positioned Jordan’s as a symbol of basketball excellence and streetwear fashion while paying homage to Michael Jordan.
When you think of a refreshing and tasty citrus soda that offers a crisp, clean taste, Sprite’s positioning may come to mind. Sprite has positioned itself as a go-to beverage for people looking for a zesty and thirst-quenching experience. On the other hand, if you happen to be sick or have a stomach ache their competitor 7Up may come to mind even though the flavors are similar.
Okay, so there are a couple of examples of how a brand is positioned and how a brand’s products are positioned.
Positioning in my opinion is the most valuable thing you can do for your brand or product. How can your brand or product own real estate in the minds of the consumer amongst your competitors?
If you own a brand, product, or service you have to deliberately position your offering otherwise the market will position your product, and it may be way different from what you had in mind. Here’s an example of what happens when a reputable brand that most of us know, had a product that failed due to the lack of deliberately positioning their product. For this example, we’re going to go back in time to 1992-1993, I was in the 5th grade at the time and I remember this soda clearly (pun intended). Some of you may also remember this soda:
Crystal Pepsi was a clear cola beverage introduced by Pepsi in 1992. It was marketed as a caffeine-free, transparent cola with a unique and innovative twist. However, Crystal Pepsi struggled to establish a clear positioning in the market.
Consumers were accustomed to the traditional brown color associated with Pepsi, and Crystal Pepsi’s clear appearance confused them. The lack of a distinct positioning strategy made it challenging for consumers to understand the purpose and benefits of Crystal Pepsi compared to regular Pepsi or other carbonated beverages.
The marketing messaging for Crystal Pepsi didn’t effectively communicate its unique selling points or differentiate it from existing cola options. As a result, consumers were uncertain about the taste, flavor profile, and overall experience of Crystal Pepsi, leading to confusion and hesitancy in purchasing the product.
The lack of deliberate positioning ultimately impacted the success of Crystal Pepsi, and it struggled to gain traction in the market. Despite initial curiosity, consumer confusion and a lack of clear benefits associated with the product contributed to its eventual discontinuation.
As a kid, I loved Crystal Pepsi because I put it up against another clear soda on the market which I drank during that time called New York Seltzer. Since then Crystal Pepsi has had a cult following and I think Pepsi brought it back for some time to honor the 30-year release but I didn’t see it out here in the bay area.
Anyway, those are some examples and insight into why positioning is key. It’s important that you position your brand, product, or service before you go to market.
How do you position your brand, product, or service to your target audience? It’s not a quick and easy process. It takes time and work to get it dialed in. There are several other factors that come into play when positioning a product and if I put it all in here, it won’t be a Quick Post. I have some frameworks available, and if you need help with your positioning, contact me and I’ll be glad to share my positioning framework.
Get out there and get your brand in the minds of consumers and do it deliberately!
Be sure to grab April Dunford’s book “Obviously Awesome” here https://www.amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005/
