In other not to make the part 1 lengthy, I decided to split this into 2 parts.
Let’s get right into it.
Another scenario from the book “Positioning”, we look at how 7up and Avis positioned themselves along side 2 major players Coca-Cola & Hertz.
In Avis’ copies they said “Avis is only number 2 in rent-a-cars, so why go with us? We try harder”
What Avis did here was to associate itself so much with their competitor, that consumers begin to know there’s a better option than ‘Hertz’.
That was how they hacked their way to the top and stayed top of minds of potential customers.
While 7up used positional slogans like “uncola”.
Everyone knows Coca-Cola is the king of Cola. They basically basically linked their product to what was already in the mind of the prospect.
The “uncola” positioning set 7up as the alternative to Coca-Cola & boyyy it worked beautifully…..
Today, what we see is under dogs claiming to be “number 1 in the world” and refusing to accept there’s already an established competitor whose success they can leverage.
Ever heard the saying “success leaves clues” ?
As a small business owner your way up the ladder is first identifying your competitors and secondly leveraging their influence into the minds of customers & if you’re not making use of positioning strategies, your competitors definitely will.
What are you thoughts on this 2-part series? I’ll love to hear from you 👇👇