The most easy thing said but very difficult to apply in reality:
stand out of the crowd with your positioning.
If there is one key strategy metric that should apply for marketing, it is this one: your brand positioning.
Very often we are so focused on what competition is doing, we forget on how to continue to adapt our positioning to what consumers expect for you.
Because that’s unfortunately the reality: too often brands rework their positioning because competition is doing better.
And then one of the solutions is: let’s reposition our brand.
Excellent brands do it differently: they continuously look on how their positioning is perceived by consumers and focus all their efforts in maintaining that positioning.
In this short movie you will find a good example of Shake Shack on how their positioning in fast food is very different from their competitors.