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Brand positioning’s are funny things.
Every one of them is carefully designed to give the brand a bit of breathing space from all the competitors that stand around them … even though in a lot of cases, they pretty much do exactly the same thing.
Even then, some are bloody awesome.
Regardless if all they’ve done, is make a clever play on words, they can be powerful, memorable and effective.
Of course it’s a bit mad that many positioning’s are influenced more by what the competitors say than what the brand could – or should – talk about, but hey, the industry is so obsessed with differentiation that they’re occasions where we will bite our nose to spite our face.
That said, every now and then there’s a brand that comes out that loudly, proudly and clearly expresses what they’re all about.
They don’t care if what they ‘offer’ is a condition of entry for the category.
They don’t care if the competition are saying similar things, albeit in a more flowery way.
They don’t care if the product they sell is in a low interest, low involvement category.
They come out and own the moment and drive attention … which is why if I was walking along a supermarket aisle, casually looking for a hand sanitiser, I’d choose this:
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