What Is Positioning Or Brand Positioning? (Part 1) (Series 4)

Step1: Introduction to the Positioning Cartoon (Below this video)

Step 2: Cartoon: What is Positioning or Brand Positioning? (Part 1)

Did I miss something? Got ideas what more I could explain? Any suggestions, comments or questions? Let me know in the comments below at the end of the page!

I would love to hear from you. I read every single comment!

Reference book: At this stage, I recommend you to read following book(s).

Yes, you can always ask questions from following books too. The list will keep on increasing with more upcoming posts.

(The more you read, the more you’re capable of generating ideas)

 

Script:

Eric: So, today we’re gonna learn, what is positioning.

 

Kimberly: Oh! Product Positioning! That’s my favorite topic. I know what it is, It is to placing the brand on shelf, and making it available in shops, where our customer can buy it easily.

 

Eric: Stop your guessing habit? Will ya?

 

Kimberly: No! Product Positioning is doing something with the product!

 

Eric: Stop it! Please!

 

 

Open Me (to read complete script)

Kimberly: Ok! Zip

 

Eric: Thank you very much! First of all, there is no word like Product Positioning. There is Positioning or you may also call it Brand Positioning. But not Product Positioning. (Why? We’ll discuss it in next video)

Let’s start discussing from real issues marketers are facing, related to positioning concept. So that, we can also understand the importance of positioning.

 

Kimberly: Go ahead Eric!

 

Eric: According to Al Ries’ interview on this blog, KamilAli.com Al Ries Interview

Marketing people believe in positioning, they just don’t believe in the principles of marketing, principles that we have been writing about for decades.

 

Kimberly: What does he mean?

 

Eric: In other words, you should realize and remember three things:

  1. The positioning concept is widely misunderstood. People have learnt the definition of it, and forget the steps required to achieve, and sustain positioning.
  2. How to do positioning is difficult to comprehend, it’s even more difficult to apply on the brand.
  3. If you’ll use your common sense, you’ll be lost. On the other hand, if you’ll use your marketing sense, you’ll be on the right track.

If we’re going to learn positioning it is necessary to know about two marketing gurus. We might discuss their quotes during the discussion.

 

Kimberly: Who are they?

 

Eric: They are the fathers of positioning concept, who coined this term. Those were two marketing strategist and world’s top marketing gurus, Al Ries and Jack Trout.

Positioning creates a specific perception, of the brand in the, specific category.

For example, In America, what is the name of the safest car? It’s Volvo.

So, In consumers mind, Volvo has, a perception” of, Safety.

This is a task of positioning to put a perception in the mind of consumer or prospect. (Positioning is a process of putting the perception in the mind of consumer or prospect)

So, positioning of Volvo has been created, by putting the perception, safety, in the mind of consumer. Now, Volvo is famous for safety, NOT for speedy car, good driving or luxury car.

 

Kimberly: But, what if the competitor wants to develop the same positioning? In this case, safety?

 

Eric: Good question! Here’s the rule of thumb: when we talk about competitor, “differentiation” comes in.

Positioning is built through “perception” and, competitor is engaged through “differentiation”.

Combine them, and you will have the definition of positioning.

 

Kimberly: So, what is positioning?

Eric:

Definition of Positioning:

Positioning is to differentiate the brand in the mind of consumer.

 

Kimberly: That means, the perception of competitor’s brand, has to be “different” from the perception” of our brand?

 

Eric: Yes, if our competitor’s brand positioning is safety, we have to choose different positioning, like, luxury car.

For example, if Volvo’s positioning is safety, Ferrari positioning is speedy car, BMW’s positioning is ultimate driving and Lexus’ positioning is luxury car.

 

Kimberly: How I’ll be able to do positioning like that?

 

Eric: By getting in to the mind of consumer before our competitor.

 

Kimberly: And, how do we get into the mind of that, bloody consumer?

 

Eric: That’s the real part, how to do positioning: how to get in to the mind of consumer and then hang in there. We’ll learn it in the next meeting!

 

For today, here are two Kamil’s Bonuses:

  1. Positioning is what you do to the consumer’s mind, not to the product.
  2. It is a process to cope with major competitors.

Subscribe now to www.KamilAli.com to get all episodes.

KamilAli Marketing Cartoon Video

 

Did I miss something? Got ideas what more I could explain? Any suggestions, comments or questions? Let me know in the comments below! I would love to hear from you.

I read every single comment!

Comments

comments

  • Jahanzaib Hanif

    Just Love your videos.. they make it so clear. Although we’ve learnt all these things before but your videos revive them in our minds and that too in an amazing way. Keep up the good work! *Thumbs up*

    • http://www.kamilali.com/ Kamil Ali

      Thanks for the kind words Hanif! Love to have passionate people like you over here! 
      That’s why I say, It’s the BEST way to learn marketing concepts!Let me know what’s favorite scene?:) Thanks for your comment!:)

  • http://twitter.com/ujjwaltrivedi Ujjwal Trivedi

    Good work Kamil. They are coming out better. Keep it up!

    • http://www.kamilali.com/ Kamil Ali

      Thanks @ujjwaltrivedi:twitter That’s also because people like you keep on loving it and appreciating:)

  • Al ries

    Great cartoon and thanks for mentioning our books.

    • http://www.kamilali.com/ Kamil Ali

      Thank you Al Ries! It’s an honor to have you on my blog! Enough for me, If you’ve liked it. 🙂
      My positioning cartoon, in fact, this whole cartoon series. Doesn’t completed without mentioning positioning concept and your book, Positioning: Battle For Your Mind

  • Xehraz_leo

    good work kamil…carry on:)
    nice 2 see the ALRIES ‘s comment

    • http://www.kamilali.com/ Kamil Ali

      Yes! It’s an honor to have Al Ries here! By the way it’s not the first time. He also commented before . Read his comment here: http://kamilali.com/2010/02/the-band-56ix-how-marketing-works-for-musical-bands/

  • http://workingforwonka.com Kathy Ver Eecke

    Kamil: Nice stuff. I’ve worked with many entrepreneurs who could not grasp this basic concept. Without proper, strong positioning carried through all consumer communication (product messaging, advertising, labeling etc.) you can never really develope a strong brand.
    Kathy

    • http://www.kamilali.com/ Kamil Ali

      Thanks @0f4396a4a6daad6e7d8acbdf29f81088:disqus , @WorkingForWonka:twitter for sharing and confirming my experience.
      Yes the truth is, including entrepreneurs  and many marketers, CEOs, couldn’t get the essence of Positioning.

      Even if they positioning, they have forgot the steps required to sustain positioning in the long run. That’s the originator of all marketing mess.

    • http://www.kamilali.com/ Kamil Ali

      Thanks @0f4396a4a6daad6e7d8acbdf29f81088:disqus , @WorkingForWonka:twitter for sharing and confirming my experience.
      Yes the truth is, including entrepreneurs  and many marketers, CEOs, couldn’t get the essence of Positioning.

      Even if they positioning, they have forgot the steps required to sustain positioning in the long run. That’s the originator of all marketing mess.

  • http://www.facebook.com/people/Ahmer-Masood-Qazi/1121095377 Ahmer Masood Qazi

    Dear Kamil you have mentioned that line extensions is  not good for a brand according to marketing sense..but almost all of the brands  have their line extensions for example
    Coke, Coke diet 
    Head Shoulder black, menthol
    And recently sunsilk launch its new line extension for muslim women; what do you say about it..or 
    may be i’m wrong about what is line extension..

    waiting for your response 

    • http://www.facebook.com/people/Ahmer-Masood-Qazi/1121095377 Ahmer Masood Qazi

      Or may be sunsilk has launched a new category?? what do you say

    • http://www.kamilali.com/ Kamil Ali

      Thanks for your question @facebook-1121095377:disqus , Coca-Cola, could not
      get why Mountain Dew kept on winning consumers and Sprite3G kept on losing
      prospects. 

      The study compared the market share gained by products launched under established family or corporate brand names with market share gained by products launched under new brand names The brand extension products performed significantly less well than the products launched with new brand names. 

      The Harvard Business Review published a study on line extension. Their observations were that, among other things, line extension weakened a brand’s image and disturbed trade relations.

      When line extension works?:
      1. When competition is weak
      2. When every competitor is making the same mistake (e.g line extension mistake)

      What happened when you have a focused brand, that stand for something in the mind? The line extended brands will be in trouble.

      Don’t impressed by multinational brands strategies. Rather, think what made them successful at the first place? It was positioning. On the other hand, you can’t apply powerful brand strategy on weaker brands. 

      Coca Cola is world’s most powerful brand. If it does line extension, it can resist the loss. Not all the brand can do the same

      • http://www.facebook.com/people/Ahmer-Masood-Qazi/1121095377 Ahmer Masood Qazi

        Thank you so much 🙂

        • http://www.kamilali.com/ Kamil Ali

          Line extension is an essential and detailed topic @facebook-1121095377:disqus . We might discuss it in greater detail in up coming cartoon videos!

  • http://www.facebook.com/people/Ahmer-Masood-Qazi/1121095377 Ahmer Masood Qazi

    If a category is getting obsolete just like POWDER tooth cleaner (dentonic) and moving into replacement category (toothPASTE) or a use of liquid soap is increasing with respect to diminishing effect of Soap bar; so in this case should a brand should be launch with new name or existing?? because the use of the product and positioning may remain same..like protecting from germs (safeguard) both in case of soap bar or liquid soap…

    • http://www.kamilali.com/ Kamil Ali

      Safeguard is suppose to develop a new brand for liquid soap. As it is famous for anti bacterial soap. Common sense suggest that we’re famous for anti bacterial soap, why not use our anti bacterial positioning and launch another liquid soap category with the same brand name (Safeguard)

      That’s logical.

      Yet marketing is illogical and that’s make it more complex and difficult.

      Marketing sense suggest that, when you think of a Safeguard, what product shape comes into your mind? It’s the shape of “bar”‘ soap (not liquid or hand sanitizer). Safeguard spend years in developing that shape in consumers mind. Why to destroy it?

      Conclusion: Safeguard is suppose to not tinker with its well positioned brand, Safegaurd and launch another brand for it’s new category

      Thanks for the brilliant question Ahmer. Hope this it answers the question.

      All the best,

  • Ks_madhusudan

    Nice video what is difference benefit and category

    • Manny_mz

      Benefit can be used to create a new category

    • http://www.kamilali.com/ Kamil Ali

      Thanks for your question,

      Category is the type of the product. It’s a more generic term. It can either be used to express the breakthrough product or simply a different idea. E.g Dell flanked IBM by selling computers directly.

      IBM launched a breakthrough category, computer.Dell launched a different category, selling computers directly.

      Benefit falls in category. It can be a features of the product or only one idea that can differentiate the product from competitor e.g Dell selling directly. Almost all the features were same. Everyone one was selling almost the same computers. But dell was selling only direct

  • Anandkumar

    Awaiting more and more marketing cartoon videos from you

    Your fan
    R.Anand
     

    • http://www.kamilali.com/ Kamil Ali

      More cartoons, coming up:)