Lately I have encountered a new trend in our industry. It’s the ‘little things make a big difference’ positioning. Did you come across one too? Because it’s a genuine hype that hardly can be missed. And I wondered in all honesty: how can it be that 4 completely different brands in 4 completely different product groups have almost exact the same positioning? My guess is that it is what I like to call the positioning pitfall. Reaching agreement over a positioning document usually ends up in an abstract, warm and comforting brand essence. Mix in some consumer insights and societal trends and we end up with rather generic statements that fit the current consumer and decade.
A positioning document usually ends up in an abstract, warm and comforting brand essence
Does this mean we end up with the same campaigns? No. Actually – come to think of it – we usually don’t recognize this positioning at all in the advertising. Did we end up with spending hours on a positioning statement that only works great as a mouse pad?
Well, it doesn’t have to be like that. I think it’s actually pretty simple. Don’t take your ‘little things make a big difference’ as a positioning that’s somewhere up there in your briefing. Take it as a genuine commitment to do things that make every little thing you do with your brand unbelievably different. When executed this way, I would buy the ‘little things as a big difference’ right away.
Soggy Bottom Boys, Sauvignon Blanc 2012
So far, only the Indie brands adopted this mentality and guts. But why? Let’s start a revolution. Let’s be a bit more rebellious. Let’s build far more interesting brands. I crave for some outspoken brands, some marketers with big cojones that dare to make a statement and take a stand as a brand – Take a stand as a brand, nice book title by the way. I get so bored by a meaningless positioning. But you as marketer, you have the power to turn things around. I will start a support group for you. You who start turning your positioning statement around into actions that consumers can actually feel, see and experience.
I crave for some outspoken brands, some marketers with big cojones that dare to make a statement and take a stand as a brand
But before you think my idea is just about solving a personal annoyance, it is not. It is not just about my boredom, it is also about your success as a brand. This day and age is all about conversion through sharing. And nothing gets shared more than remarkability of brands. And yes, this can be in very small things. I found a wonderful example of a wine brand. It is funny, it immediately gives the brand personality, I shared it on Pinterest, Facebook and Twitter and I would instantly buy this brand. Please, can some marketers stand up and stick out their necks? I’m yours. Truly. Call me. I need you. I will feature you in a worldwide bestseller: ‘Take a stand as a brand – 50 envious success cases of brands in the digital age.’