There has been an awful lot of nonsense written about the idea of brand positioning. I know, I’ve read most of it.
And it’s usually written by someone who is writing theoretically. They don’t actually work at the marketing/advertising coalface. So they kind of don’t really know what they’re talking about.
I have been thinking about positioning lately and this is my take on it.
Positioning, to me, means asking yourself “what is the thing that is most worth stealing in the category?” and then stealing that thing by simply claiming it.
and then defending that claim energetically.
Because positioning is warfare.
And making a big claim is energizing in itself. In a way it’s a declaration of war.
It should at least piss your competitors off in a big way. That’s for sure.