One nice thing about this new gig blogging over at opensource.com is it gives me some room to go back to my brand and culture roots here at Dark Matter Matters. So today we return again to my favorite subject: brand positioning.
Specifically, I want to cover one of the scariest brand positioning mistakes a company can make– abandoning the position that got them where they are before they’ve established a credible new position.
You’ve seen it before. You walk into a meeting with a new advertising agency or an overzealous marketing executive, and, with great dramatic effect, they say something akin to this: “We are not in the toilet paper business! We are in the cleansing and renewal business!” Then they pause and look around, waiting for the cheers and high fives to start as people salute genius.
Don’t get me wrong. I believe strongly in establishing a higher purpose for your brand. And I think it is fantastic when brands are aspirational. The mistake is not in extending your brand position– in fact, we’ve covered some good tips on how to do it responsibly in this post and this one.
The mistake is abandoning the position you already own in the customer’s mind before clearly establishing the new position– in their mind, not in yours.
I’ve shown this chart inspired by Kevin Keller (one of my brand positioning mentors) before, but it is directly relevant here.