A masterclass in positioning: Night Nurse
The scientists had been briefed to crate an effective cold and flue medicine. They succeeded, but with one unwanted side effect: severe drowsiness. Then a genius marketer came up with an idea. ‘If we position the product as a night-time remedy, the drowsiness isn’t a problem – it’s a unique selling point.’ So, Night Nurse […]
How to coin a category out of thin air
🎯 The Challenge: There are tons of chatbots. Having the most advanced technology is the value proposition of 99% of the market. 💡 The Positioning: While most tech platforms were racing towards more automation and tech, Drift chose a different lane. They positioned themselves as the guardian of human touch in sales, emphasizing that people […]
Customer service call that lasted 10 hours and 43 minutes
Imagine a customer service call lasting 10 hours, 43 minutes. Yes, it is absurd. Yet, that’s exactly what happened at Zappos. And that’s how they positioned themselves as the Undisputed King of Customer Service. Most brands hustle to end calls quickly, but at Zappos, Steven Weinstein took a near 11-hour call not for records, but […]
Zen Micro vs Apple iPod
A Brand Strategy Showdown 🥊 In the tech arena, superior tech doesn’t always win. Sometimes, it’s all about the brand narrative. 🔍Zen Micro’s Strategy: – Showcased every color variant.– Highlighted every tech feature.– Dived deep into all technical specs. While impressive, this approach may have overwhelmed or confused the average consumer. 🍏 Apple’s Genius Move: […]
How being purposeful created a shoe giant.
In a crowded shoe market, TOMS carved a niche by intertwining commerce with compassion. 👟 The Challenge: Standing out in a saturated market while committing to sustainability and social responsibility. 🎯 Positioning: More than a shoe retailer, TOMS positioned itself as a brand with a heart and a mission by saying ‘every purchase has a […]
How to start meaningful conversations
🧪The Experiment: Dove placed two doors at shopping centers in cities like Shanghai and San Francisco. One read “Beautiful” and the other “Average”. 🔎The Reality: Many women opted for the “Average” door, hesitating to publicly acknowledge their own beauty. ⭐Dove’s Positioning and purpose: Dove encourages women to resist industry-imposed beauty standards. They want everyone to […]
Leveraging weaknesses to increase market share by 7%
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