Sunday, November 25, 2007

Establishing Ownable Positioning

An insightful young marketer participating in one of our Strategic Positioning & Ad College programs came up with this statement about brand positioning: "It is uniquely tied to your brand. If any other brand tried to use the same positioning it would be false." Inherent in this statement is the noble ideal of an ownable, competitive and enduring positioning. We refer to it as "Power Positioning".

The DISPATCHTM for November 25, 2007 can be found here:

EstablishOwnablePositioning.pdf (PDF File)


At 6:34 AM , Anonymous A. Kaye said...

Thought I would share a recent example of how NOT to do power positioning:

Subway is now using the fat dad from "Family Guy" to promote a new sandwich -- "The Feast".

It features "Heaping piles of roast beef, salami, pepperoni, turkey and black forest ham, all wrapped up in American cheese on freshly baked bread".

Cartoon of the Dad was literally right next to a picture of slim Jared on the menu board behind the counter in my local Subway.

Seems to me that Subway has clearly lost sight of their positioning.

It's too bad they did not have the fortitude to maintain consistency. If sales are lagging, surely they could have come up with a new creative way to drive their current positioning vs. going in the complete opposite direction.

Now they are left with a complete mess. Current health conscious consumers will begin to question the brand's credibility, and folks looking for a massive meal won't believe they can find one at Subway despite this gimmick.

At 8:28 AM , Anonymous Lori said...

Thank you so much for taking the time to write. Interesting observation. What do the rest of you think about this? Any comments? Want to take a shot at responding? We'd love to hear from you.


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