The best FMCG brand positioning statements don’t position products within competition. They position at the top, looking down – and make every alternative feel like a compromise.Â
And in food and drink – a compromise will cost you your meal…
- Lurpak: Good Food Deserves Lurpak
- Fever-Tree: If 3/4 Of Your Drink Is The Mixer – Mix With The Best
- Hellmann’s: Real Mayonaise
- Heinz: Beanz Meanz Heinz
- L’Oreal: Because You’re Worth It
Strong positioning statements, are not brand straplines, or brand messaging – they are strategic statements which serve to play on a consumers emotions, justifying a price point and validating that price point in a sea of competition.
They create a moment in aisle – where you are about to buy a cheaper product – and your brain says “well, actually…”
Does your brand use a positioning statement? What positioning statements make you pick up a product time and time again?
The brands that make you put the cheaper option back on the shelf have one thing in common – they built a positioning statement strong enough to make the decision for you
We help brands find theirs
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