Positioning: The Battle for Your Mind (Summary)
In the 1960s, Avis was the struggling #2 car rental company, losing money year after year to the dominant leader, Hertz. Their ad agency's advice was radical: instead of boasting, they should embrace their second-place status. The resulting campaign, "Avis is only No. 2 in rent-a-cars. So why go with us? We try harder," was a stunning success. It instantly repositioned Avis in the customer's mind as the hard-working underdog, turning a weakness into their greatest marketing strength.
It's Better to Be First Than It Is to Be Better
The easiest way into a person's mind is to be the first one there. It is immensely difficult to dislodge the first brand that stakes a claim to a category, even with a superior product or a massive marketing budget.
Everyone knows Charles Lindbergh was the first person to fly solo across the Atlantic. But can you name the second? It was Bert Hinkler. He was a better pilot who flew faster and consumed less fuel, but he is a historical footnote. Being first in the mind beats being better in reality.
Look for the Hole, Not the 'Better'
If a category is already dominated by a strong leader, don't launch a direct 'me-too' attack. Instead, find an unoccupied niche or 'creneau' (hole) in the mind and create a new category you can be first in.
Miller Lite didn't try to be another regular beer. It created an entirely new category: the first light beer. This allowed them to own the 'less filling, tastes great' position without ever having to compete directly with Budweiser in the heavyweight category.
You Can't Get There From Here
A company's current position can be a trap. If a brand is strongly associated with one thing, it's nearly impossible to reposition it to mean something else, no matter how much money is spent.
Xerox, synonymous with 'copier,' tried for years to enter the computer business. Despite their technological prowess and massive resources, they failed because in the public's mind, Xerox meant one thing only. Customers thought, 'Why would I buy a computer from a copier company?'
Reposition the Competition
To carve out a space for your own brand, you often have to move a competitor's idea out of the way. By redefining what the leading brand stands for, you can open up a position for your own product.
Tylenol successfully positioned itself as the safe alternative to aspirin. Their ads, such as 'For the millions who should not take aspirin,' didn't just promote Tylenol's benefits; they sowed doubt about the market leader, highlighting aspirin's link to stomach irritation. This effectively repositioned aspirin as potentially harsh, creating the 'gentle' position for Tylenol.
