It’s at the very core of building a brand…
It doesn’t matter what you think. The only opinion that matters is your customer’s opinion.
What your customers think you are is what you are. And once made up, minds are seldom changed no matter how much marketing money you spend.
Marketers work hard to own “positions” in the mind of the customer, but it is really the customer who decides what position you own.
For example, when a well-entrenched brand like McDonald’s tries to change their position in the mind of the customer, it fails.
McDonald’s isn’t a pizza place, as they discovered after investing millions upon millions into the McPizza disaster of the 1990s.
No matter how much it tries to be, McDonald’s isn’t a coffee shop. No matter how good people rate it’s coffee, it isn’t a coffee shop.
And McDonald’s isn’t Panera Bread or Chipotle. No matter how hard it goes after the emerging fast-casual dining category, it simply isn’t ever going to be that.
McDonalds is perceived by customers to be a kid-focused fast food restaurant that specializes in burgers. How much McMoney will they have to pour into marketing to change that perception? I don’t think there is a number large enough.
Remember when Garth Brooks tried to reposition himself as a pop artist? It failed miserably and nearly cost him his career. The list of country singers who have repositioned as pop artists is slim, as is the list of pop artists going the other way.
Once you’ve achieved a position in the mind of your customer, you are unlikely to ever change it.
The smart money is on embracing, celebrating, and protecting your position.
The marketing book Brand Like a Rock Star will change the way you look at branding, marketing, and positioning. By using examples from rock ‘n’ roll, you’ll see how legends like AC/DC, U2, The Rolling Stones, Bob Dylan, and Jimmy Buffett created powerful brands. You’ll learn how to put their core strategies to use in your business right away. Order it now with one click here, in paperback or digital download.