Every brand has its own position in the marketplace.
- Nike positions itself to serve serious athletes—performance.
- Mercedes is for those who want the best—luxury.
- The discount-dollar stores are for those who need everyday items at a low cost—economy.
- Marketing is successful only when a brand understands its position in the marketplace and and consistently markets in that area.
Have you every seen a local commercial for a discount furniture store trying to show “high-end” products? You don’t believe it, and if they were honest, neither do they. Both off-price retailers and luxury retailers can be profitable if they stick to their position in the market.
The same is true for software and tech companies. Sticking to your own position, honestly, causes some business owners to fear they might lose business opportunities.
The most ineffective thing we’ve seen was a software company that touted it could do anything, for anyone.
More effective tech companies position themselves as an exact solution for a particular problem or two in a particular industry.
