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Examples of Positioning by Category
Taglines and slogans play a critical role in branding and marketing strategies by encapsulating a brand’s essence, values, and positioning in just a few words. They serve as a memorable hook that helps consumers associate specific attributes, emotions, or benefits with a brand. Whether focusing on product features, appealing to specific users, or positioning against competitors, an effective tagline can set a brand apart in a crowded marketplace.
Positioning through taglines often highlights unique product attributes, emotional connections, or practical applications to resonate with the target market. For example, a slogan like “Just do it” by Nike inspires action and determination, appealing to athletes and goal-driven individuals. On the other hand, taglines like “Melts in your mouth, not in your hands” for M&Ms emphasize a distinctive product feature that directly translates into consumer benefit.
This table explores various taglines and slogans from well-known brands, breaking down how they are positioned and the strategies behind their messaging. Each example illustrates how brands use concise and impactful statements to connect with their audience and carve out a distinct identity in the competitive landscape.
| Tagline/Slogan | Brand | How is it Positioned? |
|---|---|---|
| Snap, Crackle, Pop | Rice Krispies (or Rice Bubbles) | By product attribute Highlights the sound the cereal makes, adding a fun, sensory experience to the product. |
| Finger lickin’ good | KFC | By product attribute Focuses on the enjoyable taste and satisfaction derived from the product. |
| No battery is stronger longer | Duracell Batteries | By product class and by product attribute Positions the battery as a leader in durability and reliability within its product category. |
| The un-cola | 7-up | Against competition and by user Offers a clear alternative to cola drinks, appealing to a target market with specific preferences. |
| Everything is easier on a Mac | Apple Computer | Against competition Targets IBM-style computers, emphasizing simplicity and ease of use. |
| Once you pop, you can’t stop | Pringles | By product attribute Emphasizes the irresistible taste of the product. |
| Impossible is nothing | Adidas | By user Taps into the motivation and identity of serious sportspeople and athletes. |
| Don’t leave home without it | American Express | By use/application Promotes the card as a vital travel companion for security and convenience. |
| Have it your way | Burger King | Against competition Highlights the flexibility of menu options, implying superiority over competitors like McDonald’s. |
| A glass and a half in every half pound | Cadbury | By product attribute Focuses on the quality and quantity of a key ingredient—milk. |
| Melts in your mouth, not in your hands | M&Ms | By product attribute Connects a key product feature—its resistance to melting—with a consumer benefit. |
| Always | Coca-Cola | By user Appeals to loyal, everyday consumers who feel emotionally connected to the brand. |
| When it absolutely, positively, has to be there overnight | Federal Express | By product class Positions the brand as the most reliable option for overnight delivery services. |
| We try harder | Avis Rent-a-Car | Against competition Targets the market leader (Hertz) by suggesting superior customer service and dedication. |
| Eat fresh | Subway | By product class Highlights freshness as a key differentiator in the fast food category. |
| Choice of a new generation | Pepsi | By user and against competition Appeals to younger consumers while positioning itself against Coca-Cola. |
| Think different | Apple | By user and by product class Encourages innovation and creativity, appealing to individualistic and creative users. |
| Because you’re worth it | L’Oréal | By user Empowers consumers by emphasizing self-worth and personal value. |
| Just do it | Nike | By user Motivates athletes and individuals by appealing to their drive to take action and achieve goals. |
Different approaches to positioning each have their strengths and limitations, making them suitable for varying market conditions, target audiences, and competitive landscapes. Let’s explore the arguments for and against some of the most common positioning strategies:
By Product Attribute
For:
Positioning by product attribute is straightforward and appeals directly to a consumer’s logical decision-making process. Highlighting a unique feature or benefit, such as durability or taste, can make a product stand out in a crowded market. For example, “Melts in your mouth, not in your hands” (M&Ms) directly ties a product feature to a tangible benefit, creating an immediate connection with consumers.
Against:
This approach can be limiting if competitors quickly imitate or outperform the highlighted attribute. Additionally, it risks being too narrow, potentially failing to address broader consumer desires or emotional connections with the brand.
By User
For:
Positioning by user taps into identity and lifestyle, creating an emotional connection with the consumer. Slogans like “Just do it” (Nike) motivate users by appealing to their aspirations and self-concept. This approach fosters loyalty, as consumers feel the brand represents their values and goals.
Against:
However, user-focused positioning can alienate potential customers who don’t identify with the depicted persona. For example, positioning solely for elite athletes might exclude casual fitness enthusiasts unless the messaging is carefully balanced.
Against Competition
For:
Positioning against competition can be highly effective in markets with strong incumbents. For instance, 7-Up’s “The Un-Cola” successfully differentiated it from Coca-Cola by appealing to those seeking an alternative. This strategy works well to highlight gaps or weaknesses in competitor offerings.
Against:
However, this approach can backfire by keeping the focus on the competitor rather than the brand. It may also lead to retaliatory campaigns, escalating a brand rivalry that distracts from broader marketing objectives.
By Use/Application
For:
Positioning by use/application is practical and aligns the product with specific consumer needs. American Express’s “Don’t leave home without it” positions the product as indispensable for travelers, addressing a clear use case and driving relevance.
Against:
The downside is that this approach can pigeonhole a product into a narrow category, potentially limiting its perceived versatility or broader appeal.
By Quality or Value
For:
Positioning by quality or value emphasizes reliability and affordability, appealing to price-sensitive or premium-seeking consumers. “A glass and a half in every half pound” (Cadbury) reinforces its premium quality through a focus on ingredients.
Against:
This approach can lead to intense price competition or perceptions of elitism, depending on the market. It may also require ongoing proof of quality/value to retain consumer trust.
Conclusion
The effectiveness of any positioning strategy ultimately depends on how well it aligns with the target market’s needs, competitive dynamics, and the brand’s long-term goals. While each approach offers distinct advantages, combining strategies—for example, by integrating emotional appeal (user) with practical benefits (attribute)—can create a more holistic and resilient positioning. However, brands must strike a balance to avoid cluttering their message or confusing consumers. Thoughtful execution and consistent messaging remain the key to success, regardless of the chosen positioning approach.