Every now and then we get to "reposition" a client's competition. It's sometimes devastatingly effective and always fun.
"Positioning" became the buzzword du jour decades ago after Al Ries and Jack Trout released their mega marketing bestseller, Positioning: The Battle for Your Mind.
The book was a little like EST, a self-help therapy that was ridiculously popular at the time: You either "got" it or you didn't. Here's an excerpt:
The basic approach of positioning is not to create something new and different. But to manipulate what's already up there in the mind. To re-tie the connections that already exist.
Man, did I ever "get" it. Reading Positioning was like drinking from a freaking firehose. I'll never do justice to it in a single blog entry, but I do want to talk briefly about "repositioning" the competition.
Most businesses want to "position" their product for maximum profit. But what if a business "repositions" the competition for an added edge?
Case in point: Jif peanut butter and the slogan, "Choosy moms choose Jif." The line -- still in use today -- is damn near perfect. Obviously it made Jif moms feel nice. But you gotta believe it made more than a few moms who chose Skippy or Peter Pan feel ... well, not nice.
Today Jif is the #1 selling peanut butter in America.
When I was a little kid, our house was a Skippy house. Then it became a Jif house. Today I'm our family's #1 peanut butter fan. We're a Jif house.