Most books on marketing and branding will tell you that you need to “position” a product and you should avoid associating the product with anything that conflicts with that brand positioning. (At least, I’m assuming they do. I don’t think I’ve read any!).
For example, Pot Noodle position themselves as the irreverent antidote to all the healthy options. A marketing manager at Ikea would perhaps say they are all about affordable style.
I was hit over the head by a positioning contradiction this weekend whilst out with the family in sunny Southend.
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For example, Pot Noodle position themselves as the irreverent antidote to all the healthy options. A marketing manager at Ikea would perhaps say they are all about affordable style.
I was hit over the head by a positioning contradiction this weekend whilst out with the family in sunny Southend.
Continue Reading...
