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Positioning
1 Aug, 1998
Positioning
How to be seen and heard in the overcrowded marketplace by Al Ries & Jack Trout. (summarized by Paul Gruhn)
Summary This book is a marketing classic. It was first published in ‟81, has been revised, and reissued in the „90s. It‟s very informative, as well as enjoyable and easy reading.
We live in an over-communicated society. To be successful, a company (or product) must establish a „position‟ in the mind of the prospect. Positioning is not what you do to a
product, it‟s what you do to the mind of the prospect.
The primary rule of positioning is: To win the battle for the mind, you can‟t compete head-on against a company that has a strong, established position. You can go around, under, or over, but never head to head.
The leader owns the high ground. The number 1 position (the top rung of the product ladder) is in the prospect‟s mind. To move up the ladder, you must follow the rules of positioning. Anyone can use the strategies to get ahead – you don‟t have to be a marketing genius. To position effectively you have to get off your pedestal and put your ear to the ground. You have to get on the same wavelength as the prospect.
Look at it this way, if you don‟t understand and use the principles, your competitors
undoubtedly will.
What positioning is all about
The basic approach of positioning is not to create something new and different, but to manipulate what‟s already there in the mind, to retie the connections that already exist. Today‟s marketplace is no longer responsive to the strategies that worked in the past. Yet the most frequently asked question by positioning skeptics is still, “Why?” Why do we need a new approach to advertising and marketing?
In our over- communicated society, talking about the “impact” of your advertising is seriously overstating the potential effectiveness of your message. Advertising is not a sledgehammer. It‟s more like a light fog enveloping your prospects. In the communication jungle out there, the only hope to score big is to be selective, to concentrate on narrow targets, to practice segmentation. In a word, “positioning”.
The only defense a person has in our over-communicated society is an oversimplified mind. In other words, we filter out “noise” and the barrage of information we constantly receive in order to prevent sensory overload. The best marketing approach, therefore, is to use an over-simplified message. One must jettison the ambiguities, simplify the message, and then simplify it some more.
The solution to your problem is not inside your product, or even inside your own mind.
The solution to your problem lies inside the prospect‟s mind. You must concentrate on the
Positioning
2 Aug, 1998
perceptions of the prospect, not the reality of the product. You‟ve heard the phrase, “The customer is always right.” And by extension, the se ller or communicator is always wrong. While it may be cynical to accept the premise that the sender is wrong and the receiver is right, you really have no other choice if you want to get your message accepted by another human mind.
Getting into the mind The easy way to get into a person‟s mind is to be first . Actually, the first thing you need to “fix your message indelibly in the mind” is not a message at all – it‟s a mind. An innocent mind, one not burnished by someone else‟s brand. You want to get there first and then be careful not to give them a reason to switch.
The hard way to get into a person‟s mind is to be second . Second is nowhere. Make sure you can‟t find someing to be first in. It‟s better to be fish in a small pond (and then increase the size of the pond) than to be a small fish in a big pond.
Advertising learns the lesson The chaos in the marketplace is a reflection of the fact that advertising just doesn‟t work the way it used to. Yet the old
traditional
ways
of
doing
things
die
hard.
Messages prepared in the old, traditional ways have no hope of being successful in today‟s over - communicated society. Take a look at recent history:
The product era: Back in the fifties, advertising was in the product era. These were the good old days when a better mousetrap and some money to promote it were all you needed. Advertising people focused on product features and customer benefits. The end of this era came with the avalanche of me-too products descended on the market. Your better mousetrap was quickly followed by two more just like it – both claiming to be better than the first one.
The image era: The next phase was the image era. Successful companies found that reputation, or image, was more importanin selling than any specific product feature. But just as me-too products killed the product era, the me-too companies killed the image era.
The positioning era: Today, advertising is entering an era
where
creativity
is
no longer the key to success. To succeed in our over-communicated society, a company must create a position in the prospect‟s mind, a position that takes into consideration not only a company‟s own strengths and weaknesses, but those of its competitors as well.
Those little ladders in your head In many ways, the human mind is a lot like a computer. But there is one important difference. A computer has to accept what you put into it, the mind does not. In fact, the mind rejects information that doesn‟t “compute”. It only accepts new information that matches its current state of mind. It filters out everything else.
You see and hear what you want to see and
ar.
Ask
a
Democrat
and
Republican
to read an article on a controversial subject, and then ask each one if the article changed their position. Each will get out of the article facts to support their own point of
view,
which may be opposite. Very little mind changing takes place. Blind taste testings of champagne have often ranked inexpensive California brands above French ones. With the label on, this is unlikely to happen. You taste what you expect to taste.
Positioning
3 Aug, 1998
The product ladder Visualize a series of ladders in your mind. Each ladder represents a different product category and each step is a different brand name. A competitor that wants to increase its share of the business must either dislodge the brand above (a task that is usually impossible) or somehow relate its brand to the other company‟s position. Yet too many companies embark on marketing and advertising programs as if the competitor‟s position did not even exist.
In today‟s marketplace, the coetitor‟s position is just a important as your own, sometimes even more so. For example, for 13 years in a row, Avis lost money. Then they admitted they were number two (remember “Avis is only No. 2 in rent -a-cars, so why go with us? We try harder.”) and then Avis started to make money. So much so in fact, were sold three years later to ITT. Avis was able to make substantial gains because they recognized the position of Hertz and didn‟t try to attack them head -on.
To find a unique position, you must ignore conventional logic, which says you find your concept inside yourself or your product. You don‟t. What you must do is look inside the prospect‟s mind.
You can’t get there from here Have you ever heard the story of a traveler who asked a farmer how to get to a certain destination? After a while the farmer admits, “You know what, son, you can‟get there from here.” For example, Avis is not going to be No. 1. Wishing won‟t make it so, and neither will massive amounts of advertising. Unfortunately, this happens to be the fate of many people and products today. They happen to be in a position where “you can‟t get there from here.”
Yet our “can do” spirit refuses to die. Take Vietnam as example. No matter how hard we tried, no matter how many soldiers and how much money we poured in, the problem could not be solved by an outside force. We couldn‟t get there from here. A company can have a great product, a great sales force, a great advertising campaign, and still fail miserably if they happen to be in a position where “you can‟t get there from here”.
The rules of positioning say it can‟t be done “head -on”. “Fight fire with fire” is an old cliché. But as the late Howard Gossage used to say, “That‟s silly. You fight fire with water.”
Positioning of a leader Companies like Avis d Seven-Up found viable alternative positions to marketing leaders. But most companies don‟t want to be an also -ran, successful or not. They want to be a leader like Hertz or Coke. So just how do you get to be the leader. Easy, you just get there firstest with the mostest. Many marketing experts overlook the enormous advantages of being first. Too often they attribute successes like Kodak, IBM and Coke to “marketing acumen”. Often it‟s not.
Question: Where does an 800-pound gorilla sleep? Answer: Anywhere he wants to.
Leaders can do almost anything they want. Short-term, leaders are almost invulnerable, momentum alone carries them along. There‟s an old wrestling expression, You can‟t get pinned when you‟re on top.”
Positioning
4 Aug, 1998
What not to do As long as a company own the position, there‟s no point in running advertisements that repeat the obvious (e.g., “We‟re No. 1). You can‟t build a leadership position on your own terms. You have to build a leadership position in the prospect‟s terms.
What to do The classic Coca-Cola campaign (“The real thing”) can work for any leader. (In contrast, everything else is an imitation of “the real thing”.) The “real thing”, like a first love, will always occupy a special place in the prospect‟s mind. “We invented the product” is a powerful motivating force behind Xerox copies, Polaroid cameras, and Zippo lighters.
Positioning of a leader What works for a leader doesn‟t necessarily work for a follower. Many No. 2 companies think the road to success is to introduce a me- too product, only better. It‟s not enough to be better than your competitor.
So how do you find an open position in the prospect‟s mind. Simple, look for a hole, and then fill it . Unfortunately, this advice goes against the “bigger ...
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