Two ways to position a brand

Mark Ritson writing on LinkedIn:

“That’s a shame because there are two ways to position a brand: about and versus. In the ‘about’ approach we promote the features and, occasionally, the benefits of our brand to target customers. Positioning is all about the company C, us, and the customer C, them.

The versus position is one in which we make it clear what we stand for to customers by highlighting the differences between ourselves and others.

In the other approach, the less common ‘versus’ approach, we still focus on what the customer wants that we can deliver. However, to communicate the message more strongly, we pick out a specific competitor and position our brand against them as overly and aggressively as possible. The point of the ‘versus’ positioning is not simply to aggressively slight your rivals; it’s more nuanced than that.

The versus position is one in which we make it clear what we stand for to customers by highlighting the differences between ourselves and others.”