Positioning has become a mantra for marketers. Everyone knows that a brand must be positioned, and positioning is critical. But what makes many people wonder is: positioning actually fails?

There are several reasons:

1. Wrong positioning

In fact, the failure is not Positioning, but wrong positioning!

1. Positioning is too broad

First of all, the core customers are broad. For example, in the car market, customers have been very segmented. Newly launched brands are only targeted at bosses, white-collar workers, or salaried workers. This is obviously extensive because of differences in gender, personality, age, region, occupation, lifestyle, and values. It has a great influence on the purchase of cars, and competitors are already segmenting them in this way. We must describe the core customer groups from these perspectives, only then can we find our core market, and this will help us to be most targeted. Launch core markets. Otherwise, our resource utilization efficiency will be greatly reduced, and our competitiveness in core markets will be greatly weakened. The same principle applies to various industries such as clothing, home appliances, and food. There are many successful examples in this area. For example, Melatonin targets people who give gifts to the elderly, Little Muddy Fairy targets mid-range business entertainment, and Yuanbang targets 40-year-old business men. Breakthroughs from key groups have given the brand a good reputation. market returns.

The broad positioning is also reflected in the vagueness of brand personality. For example, many edible oils appeal to health, and each has a clear personalized promise, such as dietary fatty acid balance, low cholesterol, etc. However, you just vaguely say that you are healthy, which is obviously difficult to occupy the position in the minds of customers. A lot of positioning is the same as that of your competitors. Especially when you encounter a strong competitor, it is basically difficult for you to be recognized by customers, and you are hidden by the tall back of your opponent.

2. Lack of brand values ??and culture

For some brands with obvious cultural consumption, such as clothing and luxury goods, the lack of culture and values ??means that they have no positioning. Today, when customers pay more and more attention to spiritual consumption, even popular brands should clearly position their spiritual value so that customers can better identify and understand it. A brand without spiritual value is not a brand. , can only be regarded as a product. In addition to not being conducive to attracting customers, it is also difficult to generate brand premium and lasting influence.

3. Missing the mark

Only selling drill bits without understanding the holes behind the drill bits. Only emphasizing the characteristics of the drill bit is missing the mark. We need to know that what customers are essentially buying through drill bits is the hole. .

We should further define what kind of holes we can give customers. Only in this way can we meet customers' purchasing motivations and truly impress customers.

4. Not understanding the current cognitive status of customers

For example, in the current cognitive status of customers about laundry detergent, it is not a question of which laundry detergent is better than another, but The question is why we should give up washing powder and use laundry detergent. Customers' current cognitive status is still at this stage, and we should position ourselves based on this understanding.

2. Positioning is not supported and implemented by the system

The second main reason for positioning failure is that positioning is not supported and implemented by the system.

The two skins are positioning and execution, each doing its own thing. Positioning must be reflected and executed through all aspects of the marketing system such as products, packaging, promotion, and services. Customers experience the brand based on these specific links. At this level, form determines content. The common phenomenon is that they are out of touch with each other, and even due to too much creativity, the information delivered to customers is confused, mixed with each other, and even interferes with and cancels out each other. Creativity can be wild and eclectic, but please remember that no matter how high or far the kite flies, it cannot leave the thread we hold in our hands. That thread is the soul of the kite. The kite is creativity, and the thread is positioning. This is the brand management we often talk about. Only strict and systematic brand management can make positioning a reality, focus resources on positioning, and truly and effectively set the brand's position in the minds of customers.

We must understand that brand positioning represents the direction of enterprise development. Enterprises must find the correct development direction and establish correct brand positioning.

Otherwise, the company's follow-up work will eventually be in vain.