No need for positioning
Brands with annual sales under $100 million don’t need to focus on positioning.Sometimes, positioning can be a distraction; you might not need it at all.For these brands, pricing is key.
Non-practical brands are priced high, as a premium price creates a barrier to entry and gives a sense of exclusivity. They aim to reach for the stars without getting their hands dirty. Practical brands, on the other hand, focus on being affordable. Managing customer expectations well and making them feel smart about spending their money is crucial.
Many brands have been hindered by rigid positioning. Some well-known brands have wavered in their positioning over time, wasting their brand communication efforts.
In the era of digital traffic, sticking too rigidly to positioning is like the outdated practice of marking a boat to find a lost sword—by the time you figure it out, the opportunity has passed. Start-up brands should focus on building product strength and find their direction as they grow, before addressing positioning.”
