July 1, 2020

Superhuman Flies Sky-High, Powered By Brand Positioning

Superhuman is red-hot.
The buzz surrounding Superman has much to do with its approach to branding and marketing.


First, let’s take a take back.
Superhuman is an email app built on top of Gmail that includes some interesting features.
So why the buzz?
Two words: brand positioning.
First, it touts itself as “The Fastest Email Experience Ever”
But there’s more: Superhuman proclaims that has “rebuilt the inbox from the ground up to make you brilliant at what you do. We specifically designed it for those of you who want the best.”
Within the boring and utilitarian email world, Superhuman stands out. It’s cool, seemingly different…..and not for everyone.
To use Superman, you need to request access and then pass the audition. It’s a brilliant tactic: exclusivity makes Superhuman that much more intriguing.
It explains why Superhuman charges $30/month when most of its competitors (e.g. Gmail, Outlook, Yahoo) are free.
There are clearly people who are happy to pay for a well-designed email app that is worth $360/year.
That’s the power of brand positioning.
Superhuman has differentiated itself within a competitive landscape. That’s impressive.
Of course, Superhuman’s ability to select its users and charge $30/month is supported by raising $33-million in venture capital.
Having lots of capital makes it easy to experiment with a new concept. If I was a betting man, however, it would not be surprising to see Superhuman launch a “lite” service to attract new customers.
For more, check out this review on The Verge.

Marketing Spark is hosted by Mark Evans. the principal with ME Consulting, which works with fast-growing B2B companies to do marketing better or differently.
Mark’s areas of expertise include brand positioning (aka your story), strategic plans (where and how to tell your story and the audience), and hands-on tactical execution.

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