Decoding Positioning: The Art of Standing Out in a Crowded Mind

In 1969, Jack Trout introduced a concept in marketing that resonated with the insights of David Ogilvy. This idea later evolved into a seminal book co-authored with Al Ries, aptly named 'Positioning: The Battle for Your Mind.' Over the years, the concept of positioning has been widely misinterpreted, especially by marketers with self-centered agendas.

Here’s the widespread misunderstanding:

Marketers often perceive positioning as a fierce competition to dominate the consumer’s attention. They believe it’s about aggressively promoting their message, in the way they desire, to differentiate their products and edge out competitors. The goal, as misunderstood, is to secure a market share by any means necessary.

Let me first demystify the concept of positioning and then share my perspective on it.

Consider the human brain: it’s inundated with information. Today, your brain is dealing with 50 times more information overload than your parents’ generation, which, in turn, experienced 50 times more than their predecessors. This means you're grappling with a staggering 2500 times more information than your grandparents. The deluge of advertisements, news, and constant noise contributes to this overwhelming scenario.

A typical ten-year-old today can recognize over a thousand logos. The number of ads we encounter daily through various media like web surfing, television, or radio seems boundless. Our coping mechanism? We ignore almost everything.

Even when something does pique our interest, there's a hurdle. Contemporary brain research supports this: it's challenging to make room in our already crowded minds for new ideas. Our strategy, then, is to place new concepts next to familiar ones.

Take Tesla, for example. What is it? In simplest terms, it’s an electric BMW. You understand 'electric' and 'BMW,' so now you have a mental 'box' for Tesla.

This approach applies to many aspects of our lives.

Consider a Scharffen Berger chocolate bar. To some, it’s an upscale Hershey bar – just add extra money. To those with deeper knowledge in chocolate, it’s akin to the pioneer of a Mast Brothers bar but with superior provenance, slightly reminiscent of a Rogue bar in its blend usage.

Notice that I didn’t describe Tesla as the car made by my brother-in-law’s cousin. That's a personal connection, a different kind of mental association.

Positioning is the method by which a busy person finds a mental hook for an idea they want to process and retain.

When marketers employ empathy, their focus shifts from competitive differentiation to serving the customer. What customers need is a mental shortcut, a quick way to categorize what you offer.

A classic example of effective positioning is Volvo. Amid a plethora of car choices – Saabs, Chevys, BMWs – Volvo simplified the decision. Their message was clear: 'Not everyone prioritizes driving the safest car. But if you do, Volvo is your choice.' It wasn’t about Volvo being faster than a Saab or being manufactured closer to home in London. It was about offering a clear, singular choice in a sea of options.

For me – and I’m not putting words into Trout or Ries’ mouths – successful positioning is about recognizing what our target audience already believes and knows. We then craft a product, a narrative, a service that fits an existing gap in their mind.

Photoshop serves as another example. It's widely recognized as a powerful, premium graphic design tool. Positioning alternatives could be: a free, ad-supported version of Photoshop, or a more expensive, service-rich version. The key is not to undermine Photoshop but to offer customers a familiar reference point.

Effective positioning is about identifying a need and fulfilling it.

Consider university branding. Duke University, for example, is often called 'the Yale of the South.' What does that signify? It means Duke appeals to students who value the prestige of Ivy League education and prefer a Southern setting, complete with certain cultural and athletic offerings. Duke’s positioning statement resonates with those who already harbor these preferences.

The brilliance of marketing strategy lies in our ability to adapt our product or service to fit these identified niches. As a marketer, your role is to empathize deeply with your target audience, understand their options, and position yourself as a familiar yet distinct choice.

'We’re similar to this, but unique in that.'

In my next article, I'll delve into the nuances of the XY grid, a tool to aid in positioning.

But for now, I challenge you: think about the brands you are loyal to and analyze their positioning. Reflect on the reasons behind your brand choices and recommendations. It's likely that positioning played a significant role in these decisions. You may not know everything about these brands, but you know enough to have made an informed choice.

What story did you tell yourself when making these decisions? Your answers will shed light on the power and subtlety of positioning.

"Understanding positioning is vital, but it's equally important to recognize how it influences our choices and preferences. Here's a deeper exploration:

Every brand you interact with occupies a distinct position in your mind, whether you consciously realize it or not. This positioning influences not just what you buy, but also what you recommend to others. It’s a subconscious guide to your consumer behavior.

Let’s break it down further.

Brands that effectively position themselves do so by tapping into pre-existing perceptions and knowledge. They don’t aim to overhaul your understanding but to slot their offerings into what you already know and believe. This approach is far more subtle and powerful than trying to force a new idea onto an unwilling audience.

For instance, if you recently switched from one product to another, consider why. Was it because the new brand offered something that better fit into your existing mental framework? Maybe it aligned more closely with your values, needs, or aspirations. This shift is the result of effective positioning.

Similarly, when you recommend a product, it's often because that product has managed to secure a place in your mind as the go-to option for a particular need or desire. This is positioning at work – not just a battle for mindshare, but a strategic placement within your mental landscape.

This subtle art of positioning is not just about finding a vacant spot in the consumer’s mind. It’s about creating a narrative that resonates with them, a narrative that is so aligned with their beliefs and perceptions that it feels like a natural fit.

Effective positioning also involves anticipating the future. As marketers, we must not only understand where our audience currently stands but also where they are headed. This foresight allows us to position our products not just for today’s needs but for tomorrow’s aspirations.

The real challenge in positioning is not in the battle against competitors. It’s in the battle against indifference and irrelevance. In a world overflowing with choices, the biggest win is making your product or service memorable and relevant to your target audience.

Remember, positioning is not about manipulating the consumer. It’s about connecting with them, understanding their needs, and fitting your offering into their world in a way that feels both natural and indispensable.

As we wrap up, think about the brands that you have left behind. What changed in their positioning, or in your perception, that led to this change? Understanding this shift will give you a deeper insight into the dynamic nature of positioning and its impact on consumer behavior.

In conclusion, positioning is an art and a science. It’s about understanding the consumer's mind and fitting your brand into their mental framework in a way that feels both familiar and necessary. It’s not about winning a battle against others; it's about winning the battle for relevance and connection in the consumer’s mind.