Positioning – Riffs on technology, marketing & culture

Quick Read: Straddling categories can sometimes help redefine competition and build a unique position in the market place.

“If I should have a daughter, instead of Mom, she’s gonna call me Point B … “

began Sarah Kay, in a talk that inspired two standing ovations at TED2011.

Sarah Kay is called a genius. She has invented a new medium, a new way of sharing an idea. It’s called Spoken Word Poetry. Arguably others have done spoken word poetry before, but not like this.

Mixing in the magic of her poetry, presence, and exuberant energy her art form straddles two categories – poetry and theatre. This unique combination has helped her redefine her ‘comparison set’ – not poets and not theatre artistes, but someone at the intersection of both to become a truly unique voice to reckon with.

Today she is the founder and co-director of Project V.O.I.C.E., founded in 2004, a group dedicated to using spoken word as an educational and inspirational tool. Her TED talk has been loved so much that Seth Godin has published her poem ‘B’ by himself.

Why Do We Love Some Comic Strips More Than Others?

Most of us have our favorite four paneled comic strips that we enjoy and share on a regular basis. Why do we love them so much? Is it because they resonate with us at a deeper level? Is it because they have that spark of insight – a blinding flash of the obvious? Or is it because they remind each one of us that we are not alone?

(Source: Calvin and Hobbes)

Seth is a cartoonist, illustrator and book designer based in Guelph, Ontario. Based on his research on Charles Schulz’s Peanuts, his insight is that most of the best known four paneled comic strips have one thing in common – they straddle the art forms of graphic design and poetry and occupy a truly unique space of artistic expression. He calls such comic strips Visual Haiku and elaborates..

It seemed so clear that his four-panel setup was just like reading a haiku; it had a specific rhythm to how he set up the panels and the dialogue.Three beats:doot doot doot— followed by an infinitesimal pause, and then the final beat:doot. Anyone can recognize this when reading a Peanuts strip.These strips have that sameness of rhythm that haikus have — the haikus mostly ending with a nature reference separated off in the final line. (source)

(Source: Peanuts)

What Sets Brita Filters Apart?

Ever heard of Brita Filters? A leading company in portable household water filtration, its products are distributed in more than 60 countries world wide. But what sets it apart is how it straddles categories and redefines competition. As per this HBR article..

Brita filters compete against other filters when they are placed in the kitchen appliances section at big-box stores, for instance. But Brita changes both its comparison set and the economics of the consumer decision when the filters are placed in the bottled-water aisle at supermarkets. Here Brita filters have a competitive cost advantage, delivering several more gallons of clean water per dollar than bottled water. Of course, not all buyers of bottled water are buying solely for the criterion of cost (some are buying for portability, for example), but for those who are, Brita is an attractive choice.

As the article goes on to say, in choosing how to position products, there’s a tendency to pay attention to the size and growth of the market and overlook the intensity and identity of the competition. Such times, all it might take is to challenge our playing field (the category) and see new niches emerge for tapping into a new consumer base.

Opportunity – it seems – could sometimes be rife at the intersections.

For artistic forms of expressions or water filters.

(Featured image: Calvin and Hobbes by Bill Watterson May 05, 2014)

There have been countless comparisons between how Microsoft ‘speaks’ via design and how Apple does.The best example is this classic parody on Microsoft designing an iPod packaging.

Obviously neither of this is necessarily an always right/ always wrong approach to designing a pack or a pack copy: as that depends upon many factors like the brand’s positioning, its design philosophy etc. But the key point here is that whenever any brand comes with a more inclusive/friendly/simple/’or whatever you chose to call it’ kind of positioning and design, it often breaks the ‘category codes’ and thereby creates a distinctive identity and appeal for itself. Sometimes it could even inspire the existing category codes and set new benchmarks (the recent redesign of Microsoft page for its Windows phone is the best example of how dramatically it is shifting away from its ‘past’ towards something that seems to be inspired by the Apple iPhone page)

Examples for this abound – even in categories like OTC Medication, Oral Care and Household Cleaning, where a handful of brands are slowly but certainly inspiring fresh category codes with their new positioning and design philosophy. A quick look at 3 such brands:

Over The Counter Medication:

Stripping away complexities that typical medicinal packaging bombards patients with, help positions itself as a simple medicine for simple health issues based on its “Take Less” philosophy

Each package bears a “Help, I…” line of text, such as “Help, I can’t sleep” for a sleep aid, or “Help, I have a headache” for a package of acetaminophen.The simplicity of the packaging matches the promise of the products, which feature no dyes, coatings, and aim to use only the main chemical needed to treat the patient. By the way – their recent product is called “Help I am Horny” and if you want to use it, you would “need to fill an application to convince them of your sexual superiority”!

Oral Care:

Imagine: an army of germs marching into ‘whatever it is’ only to be attacked by a flood of chemicals leading to a squeaky clean aftermath. Seems familiar? Interestingly, this imagery could be easily applicable to two diametrically opposite categories: Oral Care and (surprise, surprise..) toilet cleansers!

Armed with this insight about the oral care category increasingly assuming the codes of ‘toxic weaponry’ portraying themes of war going on inside your mouth– that need to be eliminated, destroyed & annihilated, Craig Dubitsky created hello– a ‘Seriously Friendly line of Oral Care Products’.

With packaging designed by BMW group’s creative consultancy DesignWorksUSA, hello is an accessible brand for the ‘average consumer’ with the entire mix designed towards one purpose: bring in a fresh breath of friendliness to Oral Care.

Household Cleaning

Speak of detergents, dish washing & household cleaning – and it might not always be the most inspiring conversation and might not always bring a sparkle to the eyes or flushes of joy and excitement. In 2001, Eric and Adam set out to change this – by creating cleaning products that “people didn’t have to hide under their sinks” and went on to become one of the fastest growing companies in the category. Read their story here.

Method with its stylish, eco-friendly products has not only inspired legions of people with its products (did you hear of MethodLust – an independent blog titled as: “one man’s unsupressed lust for all things method”) it has also inspired people to start companies along similar lines (Craig Dubitsky: founder of hello – profiled above – was a board member for Method).

Speak about enlivening some of the most prosaic categories in consumer marketing.