Is positioning still relevant?

Attention spans are getting shorter, the market is saturated and the world is coming to an end. With all this in mind does positioning still matter?

If you’re scratching your head wondering what positioning is, it’s the simple act of deciding what place you want your brand or product to have within a particular target market. 

Many have claimed that positioning is no longer relevant. They say that people don’t have the time or the energy to think about what a brand says to them. They are too busy worrying about their bills and about the impending climate emergency.

These people could not be more wrong. Indeed, the very things they use to claim that positioning isn’t relevant are the things that make it relevant and ensure it matters.

You only have a limited time to make an impression in the mind of a potential customer. You need to make a clear statement about where the customer should place you in the market of their mind. 

Are you the answer to all their questions, are you the go to for car insurance? 

Are you a King or a Clown? As Burger King once compellingly asked. 

You have to capture that position in their mind and do it quickly. 

If you do not do that, then you’re sunk. 

Don’t believe me? Jack Trout does.