{"id":8160,"date":"2010-11-01T05:39:51","date_gmt":"2010-11-01T12:39:51","guid":{"rendered":"http:\/\/www.web-strategist.com\/blog\/?p=8160"},"modified":"2010-11-01T05:50:34","modified_gmt":"2010-11-01T12:50:34","slug":"positioning-matrix-lifestyle-pain-brand-product-or-features","status":"publish","type":"post","link":"https:\/\/web-strategist.com\/blog\/2010\/11\/01\/positioning-matrix-lifestyle-pain-brand-product-or-features\/","title":{"rendered":"Positioning Matrix: Lifestyle, Pain, Brand, Product, or Features"},"content":{"rendered":"

Most Companies Lack a Positioning Strategy<\/strong>
\nCompanies must be deliberate in their positioning efforts –rather than rely on the same way that’s been done in the past. Frequently, I meet with young technology startups that focus purely on the technology and features –and completely miss what problem they are solving. Similarly, I meet with large brands that are positoning at the brand and product level –yet forget to connect with their customers in their existing lifestyle. I’ve used this framework in a variety of client engagements, and want to release the high level here, for you to use in your positioning strategy.<\/p>\n

Positioning Matrix: Lifestyle, Pain, Brand, Product, or Features<\/strong><\/p>\n\n\n\n\n\n\n\n\n
Positioning Level<\/strong><\/td>\nDescription<\/strong><\/td>\nWhen to use<\/strong><\/td>\nDrawbacks<\/strong><\/td>\n<\/tr>\n
Lifestyle<\/td>\nAn effort positioned at the the desires and experiences in the buyers life –not connected to products<\/td>\nWorks well in regulated industries (Wells Fargo, Amex, have deployed in this way), or companies who sell component products. Great for deploying at a new market when you’re trying to introduce a new concept or offering. Also strong at clinching competitive marketing space.<\/td>\nWhile an ‘associative’ effort it may not be closely tied to the products and not drive prospects down the marketing funnel.<\/td>\n<\/tr>\n
Pain Point<\/td>\nFocusing on the trials, tribulations, and pain in a buyers life or work.<\/td>\nIt’s key to pointing out to customers the challenges that may exist in their life, then quickly move into product positioning. \u00a0Use this to connect to a prospect in the wider mouth of the marketing funnel, this is often a first hook.<\/td>\nIf a company only positions against pain they may not move customers down the funnel, quickly follow up with value statement and product introduction.<\/td>\n<\/tr>\n
Brand<\/td>\nPositioning directly on a company’s brand, much how Coke does it.<\/td>\nA company that has an existing, established, brand promise can lean on this reputation as a standing point. \u00a0Standing on a brand promise –and the associated tagline –works well in reputation driven industries.<\/td>\nPositioning against brand works for Coke and Pepsi, but it’s required millions over decades to have this level of recognition –most cannot hinge entire effort on this level<\/td>\n<\/tr>\n
Product<\/td>\nFocusing on the product itself, such as discussing a new car –but not it’s features.<\/td>\nUse when your brand is established and releasing a new product set, use this level to sub segment into a new product category.<\/td>\nMany tech vendors that brief me start at this level but forget to focus on ‘why’ this product exists as they’ve built a company around a technology –instead of around a customer need<\/td>\n<\/tr>\n
Features<\/td>\nFocusing on features such as speeds and feeds, this positioning competes at sub product level.<\/td>\nUsed to compare in a crowded market when there are established players and little deviation at brand or product level. \u00a0Often used in consideration and buy stage of a product.<\/td>\nThis is granular and may not be effective in new markets, or markets where consumers only care about the outcome of buying the product.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n


\nUse this Framework<\/strong><\/p>\n