A powerful positioning statement will make your brand stand out from the crowd. If you could define your business in one sentence, what would that be? What’s your brand positioning?
The word ‘Positioning’ entered the marketing vocabulary in 1982 when Al Ries and Jack Trout wrote the book entitled “Positioning: The Battle for Your Mind”.
“But positioning is not what you do to a product.
Positioning is what you do to the mind of the prospect.”
Having a powerful positioning strategy and statement will help you differentiate yourself from your competitors and even become the most valuable global brand. According to Interbrand‘s 14th Annual Best Global Brands Report 2013 released a few hours ago, Apple surpasses Coca-Cola and becomes the world’s most valuable brand!
This is the ranking of the new TOP 5 Global Brands 2013:
1. Apple +28%
2. Google +34%
3. Coca-Cola +2%
4. IBM +4%
5. Microsoft +3%
How did Apple achieve this amazing result and manage to surpass Coca-Cola which held the top position for 13 years? I’m sure Steve Jobs words say it all…
“You’ve got to start with the customer experience and work backwards to the technology. You can’t start with the technology and then try to figure out where you’re going to sell it.”
Best Global Brands 2013
Having a powerful positioning statement & strategy is crucial
Here’s what Jez Frampton, global chief executive at Interbrand had to say in a recent interview (excerpt from a New York Times press release):
Although “Coca-Cola is an efficient, outstanding brand marketer, no doubt about it,” Mr. Frampton said, Apple and other leading technology brands have become “very much the poster child of the marketing community.”
What is positioning? Why is a compelling positioning strategy crucial?
Positioning is a communication exercise in the first place, a way marketers use to create an impression in the customers mind. It all comes down to a perception that happens in the minds of your target audience.
We always remember brands and companies that stand out in some way. Therefore the most successful positioning occurs with businesses that have figured out how to be unique and difficult to copy. And if a company tries to immitate them they will most likely manage to copy their outer shell but won’t come near their inner ‘design’, their inner ‘Why’. Companies positioned successfully have developed tons of special processes and systems for running their businesses. This makes it basically impossible to copy.
If you want to dive deeper into this topic and learn how to create your own positioning statement, have a look at the following slides.
Apple, Facebook & Co. have changed the way consumers behave. We communicate and we also shop differently. These brands have literally revolutionized the way we live our lives.
What do you think about the fact that Apple managed to beat Coke after 13 years? What’s your favorite positioning statement from Apple?