Speed Dial: 60-Second Marketing Insight Newsletter

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A Time-Tested Positioning Formula For Creating Business Differentiation Strategies  

In last week's Speed Dial on the Michelin Saddest Road ad campaign,  I promised I'd give you practical insights into creating & evolving brand positionings this week.    

So how do we create a positioning in the first place? The positioning formula I'll share with you is a long-standing favorite of classically-trained marketers. It can be leveraged in your company, for your volunteer organizations, & even on your professional identity as an individual.  Here it is: 

"For  [brief demographic (& psychographic) description of your target audience], BRAND X is the brand with [functional attributes]   that delivers  [functional benefits] so its targets feel  [emotional benefits] and therefore  [description of desired action] ."

The Positioning Formula in Action: An Example of Product Differentiation for Michelin

What do you think- - 'bout as dry as a stack of stale rice cakes, right? 

Let's bring our positioning formula to life. Here's how Michelin could have used our business differentiation technique in its old "a lot is riding on your tires" days: 

"For car-owning adults ages 25-49 who are especially concerned about the safety of themselves & their passengers, Michelin is the brand with top-grade, highly-engineered tires that delivers road-tested performance & dependability so its targets feel cared-for & secure as they make the responsible decision to choose Michelin products at their local retailer."   

Creating Your Own Business Differentiation Strategies- - And Where to Get Help If Needed

Give it a try yourself- - begin using the positioning formula by filling in the blanks with hypothetical answers. Because developing business differentiation strategies and positioning statements are a subjective art as well as a quantifiable science, you'll need to move beyond your own ideas, instincts, & internal biases by getting objective external feedback from your target audience. The positioning formula is simple; mastery is challenging. 

To go beyond my crash course in business differentiation and handy positioning formula, I'd encourage you to read the works of Jack Trout & Al Reis. As a brand marketing and positioning consultant, my expertise includes work with Colgate, Hormel & others; if you've got a positioning project in mind, let's talk further. 

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