Powerful brands have one commonality: super-sharp brand positioning. 

Your brand positioning is simply the place your brand occupies in the consumer's brain.

Of course, as a brand, you want nothing more than to occupy a prominent and unique place in the brain that matches the customer's needs. With a solid positioning strategy, you can make that happen. But how do you start such a positioning strategy? And what should you think about while creating a positioning strategy? That’s exactly what we’ll discuss in this blog. 

Let's face it.

We've all bought a product or service for which a cheaper alternative was available. In fact: most of us are guilty of that on a regular basis.

Perhaps you recently purchased a new iPhone or bought that Patagonia sweater you've been wanting for a while.

Chances are you made that purchase decision, at least partially, because of the brand's reputation and image.

“People don’t always do what they say, and they don’t always say what they do.”

While consumers might think they know exactly what they think or prefer, they really only have limited access to their own implicit preferences. This is one of the major obstacles that marketers face when doing market research.

In order to understand these implicit preferences more accurately, market researchers need to tap into the subconscious mind of the customer.

So, how can we tap into the consumer’s subconscious and gather deeper insights?

Having such a strong brand, that you don’t even have to use your logo in advertising materials anymore. 

McDonald’s suggested to be such a brand. At the end of 2014, they launched their gutsy ‘no-logo’ campaign, followed by multiple similar campaigns that did not display their logo. What these advertising materials did contain? Iconic products and a minimalist design. Because, as Pete Heyes, creative director of the advertising company behind McDonald's, said, "McDonald's is a leader."