Is the value of brand positioning over-rated and over-hyped? Does it make as much of a difference that marketers proclaim?
Josh Lowman threw cold water on brand positioning. He declared it the "Great Positioning Scam" and that almost all positioning fails.
So, what's the problem? In Josh's opinion (and I agree), prospects need to see how a brand or product is different and, as importantly, they need to be impacted emotionally.
These are big challenges, which reflect a deadly "positioning sin": the failure to talk to enough customers and prospects or, worse, talk to any customers.
Positioning exercises are instead educated guesses or hypotheses. A marketer's bias or anecdotal evidence dictates what is different about their brand or product.
A better approach to positioning involves a deep dive into:
• Customers (new, long-time, different use cases) and prospects.
• Competition: the companies who keep you awake at night and the status quo, which includes tools (e.g. Excel) that aren't direct rivals.
• Company: the benefits, features, use cases, pricing, roadmap and strengths and weaknesses.
• Industry: The biggest or most interesting trends (e.g. AI), economic landscape, etc.
This research underpins positioning and reflects what customers need to succeed, how your product aligns with their goals, and how you stand apart from rivals.
As important, positioning plays a key role in ensuring that everyone internally is headed in the same direction.
What do you think about the value of positioning, particularly given the focus on leads and sales?
Stuff you should read:
As AI-generated or "synthetic content" takes over the Internet, Mark Ritson says warnings will be needed to notify readers. He suggests the use of AI means social media platforms will be hammered with content from users who aren't using the platform.
Amid the rise of AI, there's a focus on "quality" or "high-value" content. Here's how Pierre Herubel started to do it. It's an interesting read about a strategic approach to content.
Hey, listen to this....
There's a lot of chatter about the Google algorithm leaks and its use of AI overviews. So, I happily accepted Sam Dunning's request to appear on my podcast to talk about SEO and content marketing.
Sam has great insight into what marketers should do strategically and tactically. Apple Podcasts, YouTube
I'm a big fan of Jon Evans' Uncensored CMO podcast. If you're into brand building, check out this episode with Jon Lombardo and Peter Weinberg.
The obligatory CTA
Has your B2B SaaS growth plateaued? Is your market more "meh" than marvelous?
We should talk about how I can help $5M to $20M companies jump-start growth with clear brand positioning, strategic plans, and laser-focused tactical execution. Start with a free marketing audit or learn about the Pipeline Story Sprint.
If you want the framework behind all this, the positioning statement guide walks through it step by step.
