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Occupy Strong Natural Positions |
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Find the strength of natural positions that cannot easily be occupied by your opponents. |
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Experienced travelers know that Singapore Airlines is one of the best overseas carriers, and Midwest Express has the most comfortable domestic coach seats. Travelers also know that Ritz-Carlton and Four Seasons have earned natural high-end positions in lodging, and Fairfield and Hampton Inns are in sound value positions. |
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In Beijing, China, a member of the government travel service commented to me about hotels saying, "Our hardware is better than our software." He was referring to the new hotel buildings as the better hardware, and the service experience as the poorer performing software. When the overall perception is of mediocre service, no physical elegance will change that position. |
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Marks & Spencer dominates retailing in England the way no one company does in the U.S. Every week 14 million people walk into one of its 250 stores. Its Marble Arch store is in the Guinness Book of Records for the most volume per square foot. Everything in the store is sold under one brand name, St. Michael. With this single, private brand, it sells 40 percent of the underwear and 20 percent of all hosiery sold in England. |
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Many companies are gaining strength by falling back to their roots. At these core positions they have the most inherent natural strength. What we "are" is based on the perception of what we "have been." Over time, we "are" what we really are. We, ourselves, or our product or service can't be something else. Everyone who has tried to win by copying has failed. The failure in copying is often in not understanding the subtleties. To change your position in the customer's mind over time, you must change who you really are. |
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Efforts focused on reinforcing your natural position make it easier to communicate your position. When you say that you are what you really are, the believable message gets through to your audience. |
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Going up the positioning ladder to achieve a stronger share of mind requires a well conceived plan. Coming down is what happens when you are not going up. Ask any former sports star like good old "what's his name." |
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