Re: The ugly truth of brand positioning

This is a reply to The ugly truth of brand positioning by  Nick Liddell.

In this blog post, he argues that in brand positioning, finding a brand name doesn’t require “truth”. By this, he means that companies often build upon factual “truths”, and will sell their product upon it. Often the most successful brands have used this, in his example of Dove feeding off the truth that women are insecure; or Axe, using the truth that men want to attract the opposite sex.  Arguing that this will be insufficient, because brands need to convey more than just fulfilling the consumer’s needs and wants, the brand needs to communicate quality of their product.

Consumers nowadays are getting smarter. They don’t like to be lied to, and it seems as though manipulation from marketers have been exploited ever since inspiration has led marketers to treat consumers like dogs drooling to the sound of a bell.

Positioning in a consumer’s mind only what consumers are seeking will only get you halfway. It must also be the purpose of the brand and the company must follow through with it’s claims.