The Art of Positioning: Using Your Difference to Your Advantage
Tell me what makes you stand out and I’ll tell you who you are.
The City of Drummondville understood it well when it surprised everyone with an awareness campaign that was not rooted in the usual concepts of prosperity, future, or quality of life like many other cities did in the past, but rather on poutine.
Yet, it’s thanks to this legendary recipe, and with the extent of its popularity through out the world, that Drummondville managed to show its momentum to three million Quebecers, thus creating a strong viral movement and a strong feeling of pride among the citizens.
Too many advertisers think that their brand is reduced to their logo and colours; they believe that these elements are the only ones that can support their offer, which are often on par with those of their competitors. The key, rather, is to bet on your difference, or, if it’s unclear, to find what it is. Often, it’s already in the consumer’s head.
In their book Positionning, the battle for your mind, Al Ries and Jack Trout introduce a principle that’s quite simple:
Mettre quelque chose de neuf dans la tête du consommateur est long et coûteux. Attacher un élément neuf à un autre qui y est déjà est beaucoup plus efficace.
Whether it’s true or not(1), more than a quarter of the people who answered a survey associated poutine with Drummondville. Trivial? Probably, but it nevertheless has great mnemonic and strategic value. We were able to ride that value, to the benefit of the City.
Now, what makes your brand stand out? Call us to discuss it and we’ll offer you a copy of Positionning.
(1)The debate surrounding the origins of poutine (between Drummondville and Victoriaville) is one that is never going to have a satisfying outcome, much like the one surrounding Alain Côté’s goal during that now famous Canadiens-Nordiques game.