Brand positioning

An independent turnaround consultant brings a fresh eye and objectivity to task while insiders develop vested interests, or become too set in their ways to accept change

With millions of brand messages competing for the consumer's recall, the need for clear positioning of a brand's exclusivity becomes paramount

What do Four Seasons and Econolodge have in common? Or Neiman Marcus and LuLu? Chanel and Charlie? Their only commonality is that they have nothing in common. Each positioned itself in a specific niche, and now 'owns' it. In an ocean of mediocrity, conformity and the mundane, only the sharply differentiated survive. With millions of brand messages competing for the consumer's mind-space, the need for crystal-clear positioning of the brand's uniqueness becomes paramount. It is, simply, distinct or extinct. Here, radical is to be embraced, not escaped; different is infinitely more desirable than better. Positioning is how a brand appears in relation to others in the market. Hence, vive la difference.

Before taking even its first step, a new brand needs to define exactly what it intends to become, and then communicate it consistently. Unilever, for one, insists on a brand positioning statement (BPS) and an advertising positioning statement (APS) before an idea is allowed to progress beyond the concept stage. The stern discipline of the BPS and APS (or whatever individual corporates choose to call them) has been the bane of many a young brand manager. Even the grizzled veterans rarely eye the exercise with enthusiasm, but all appreciate their necessity and value. While they may appear to state the obvious, the more rigorously their content is debated, challenged and refined, the more it becomes evident that the obvious is not so obvious after all. It is vital that a brand not only clearly enunciates exactly what it is, but also makes it clear what makes it different – not just different, but dramatically different. The sharper the differentiation and the the more clearly it is conveyed, the greater its chances of success.

It is the failure to overcome this challenge that makes four out of five new product launches fail, worldwide. A product perfectly positioned in the market matrix is assured success; one whose positioning is also memorably conveyed achieves immortality. Without this Coca Cola would have remained a soda-fountain brand in the US, Marlboro a poor cousin to the mighty Camel of Atlanta, and Toyota an also-ran beside the might of General Motors. The legendary Honda motorcycle business was built on an extraordinary understanding of the minds and hearts of its target consumers, converted into precise brand and product positioning.

In the big, bad world of corporate behemoths, small brands need to avoid confronting the monsters head-on. The canny marketer locates an unclaimed niche and makes it his own, competing not on size, but on value/ experience/ intimacy and passion, creating a clear differential advantage. So began Ben & Jerry, The Body Shop, Starbucks and a host of others. The laurels go to the brand that is truly able to link emotionally with its consumer. Conformity, imitation and uniformity are the kiss of death.

One of the greatest dangers is trying to be all things to everyone. This is too large a stretch and makes for an utterly confused and confusing positioning. In communicating with a consumer, each brand has to stand for a specific, special attribute and brand promise that sets it apart from all others.

A brand name and symbol, critical communicators of brand positioning, are built with immense focus. In Tom Peter's inimitable lexicon, a brand elevates to the pantheon when it becomes a proudly displayable 'love-mark' or 'tattoo-brand', such as Harley. Similarly, the swoosh of Nike, the golden arches of McDonald's, the maharajah of Air India have all become legendary brand assets, communicating an unequivocal, consistent message. Occasionally, even visual brand imagery passes into legend, as has Marlboro's. Today, the red and white colour combination, or a picture of a cowboy or of 'Marlboro country' immediately evokes Marlboro's unique positioning, without the need for words. Such brand assets are tremendously valuable, durable and almost impossible to duplicate. Enduring brand symbolism communicates passionate self-belief that positions it away from everything in its universe.

Long before marketing gurus existed, Michelangelo explained, "The greatest danger for most of us is not that our aim is too high and we miss, but that it is too low and we reach it." Indeed, what you achieve with that most unique of all brands – you – is also largely a product of the positioning you choose for it.