|When to use
|An effort positioned at the the desires and experiences in the buyers life –not connected to products
|Works well in regulated industries (Wells Fargo, Amex, have deployed in this way), or companies who sell component products. Great for deploying at a new market when you’re trying to introduce a new concept or offering. Also strong at clinching competitive marketing space.
|While an ‘associative’ effort it may not be closely tied to the products and not drive prospects down the marketing funnel.
|Focusing on the trials, tribulations, and pain in a buyers life or work.
|It’s key to pointing out to customers the challenges that may exist in their life, then quickly move into product positioning. Use this to connect to a prospect in the wider mouth of the marketing funnel, this is often a first hook.
|If a company only positions against pain they may not move customers down the funnel, quickly follow up with value statement and product introduction.
|Positioning directly on a company’s brand, much how Coke does it.
|A company that has an existing, established, brand promise can lean on this reputation as a standing point. Standing on a brand promise –and the associated tagline –works well in reputation driven industries.
|Positioning against brand works for Coke and Pepsi, but it’s required millions over decades to have this level of recognition –most cannot hinge entire effort on this level
|Focusing on the product itself, such as discussing a new car –but not it’s features.
|Use when your brand is established and releasing a new product set, use this level to sub segment into a new product category.
|Many tech vendors that brief me start at this level but forget to focus on ‘why’ this product exists as they’ve built a company around a technology –instead of around a customer need
|Focusing on features such as speeds and feeds, this positioning competes at sub product level.
|Used to compare in a crowded market when there are established players and little deviation at brand or product level. Often used in consideration and buy stage of a product.
|This is granular and may not be effective in new markets, or markets where consumers only care about the outcome of buying the product.