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Who Positions the Brand?

Have you noticed that when a patient is laying in a hospital bed, the nurses and the aides come in and try and position the patient so that they will lay in the bed properly. They use pillows and blankets to prop up the patient so they are properly positioned in bed. The patient might say that they would prefer to be positioned differently, but the medical staff likes to do things their way, and many times won't listen to the frustrated patient.

Images-4But as soon as the aides leave, more often than not, the patient will tend to move their own body until they are comfortable on their own. They know the best position for their own comfort.

I got to thinking about this as it relates to companies who struggle with positioning their own brand.

Companies can position their brand any way that they choose, but ultimately the consumer decides what position is most comfortable for them, no matter how much the brand owner might prop up the brand.

Consumers know what is best for them, and what is most comfortable to them; all we have to do is listen.


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I think you are very right about listening to what the customer is wanting and most comfortable with. I find that is true even at Michaels. I am always talking to my customers to find out what they need or want. A major part of my job is customer service. I always want to do what ever I can to make thier shopping experience a good one and to find what they came there for. If we don't have it, I will direct them to some place that does.

I used to work at Wolff Olins, a long time ago, and Wally Olins used an example that perfectly illustrates this point. He talked about a product in the US called Mane 'n Tail, a shampoo that was originally sold for horses but the owners found that the product worked so well on their hair that they bought it for themselves. Apparently it is now marketed for human use. The consumer decides what/who you are.

That's what you called tender loving care service.

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