Understanding the hidden meanings behind brand positioning statements can save you from unwisely spending on misguided purchases.
“Premium” positioning usually means higher pricing. “Professional” suggests facing strong competitors, positioning the brand as a second-place choice. “Far ahead” often indicates an attempt to capture the market with low prices.
“Cost-saving” targets lower-tier markets. “Service-focused” may imply actual service deficiencies. “Fast” typically correlates with low per-unit prices. “Happy” in beverages usually means extra sugar. “Zero sugar” often includes artificial sweeteners. “Energy” indicates the presence of ingredients like taurine and caffeine.
Like a movie where the protagonist’s underlying messages carry the crucial information, brands often communicate key points indirectly that they might hesitate to state openly.
