Positioning...The Battle Continues

Volume 2 Number 2, May 2009

It's all in your mind

The concept of positioning as a marketing tool first burst onto the scene with the iconic 1981 best seller Positioning: The Battle For Your Mind by Al Reis and Jack Trout. The idea behind this concept was to replace the traditional selling of "features" with the selling of "perceptions." The core message was, "Positioning is not what you do to a product, it is what you do to the mind of a prospect." Positioning involves the creation of a perception in the consumer's mind of where a brand fits in with the general scheme of things and often where it ranks among competitors. Since then, the practice of positioning has become pretty much the "holy grail" of strategic marketing. No planner worth their salt would endeavor to create a marketing campaign without first positioning the brand in the marketplace. But, what does that mean in the "new reality" of today's economy?

Tough Times?...Target Kids!

Volume 2 Number 2, May 2009

Consumer spending on children and their mothers tends to be maintained in hard times. There is a saying among marketers that in tough times, purchases are made in this order:
1. Children
2. Mom (couldn't prove that by me!)
3. Pets
4. Dad

What could be the motivating factors behind this ranking? I'm not a psychologist, but I'll take a stab at explaining it. First, current parenting philosophy puts children at number one. There was a time when "children should be seen and not heard" was the prevailing attitude in most households. ( For a more in-depth examination of this concept I refer you to the movie Mary Poppins, specifically the nanny selection scene.) Today, our society has done a complete turnaround and everything is kid centered now. From the very first time a Baby on Board sign appeared in a mini-van window, until the first play date was set... it's been all about them. Why should the state of the economy affect this trend in any way?