In the 1970s, Jack Trout and Al Ries first coined the term “positioning” for use in the field of marketing.
We care more today about supporting companies whose values are aligned with our values. Corporate social responsibility is important.
The Southwest Airlines value proposition is a great example of aligning business strategy with the brand positioning idea. Southwest founder and CEO Herb Kelleher knew in his head and his heart that his airline could own the position of “low price” in his category.
Papa John’s had brand positioning, but didn’t know it until a chance conversation. Positioning and Papa Johns go way back.
Have you found your brand’s positioning idea? Southwest Airlines is low cost. FedEx is overnight delivery. Volvo is safety. When building a brand, you must differentiate.
Anyone who has been lost at Chicago’s O’Hare International Airport knows the secret to effective marketing.