From the course: Advanced Branding
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Brand positioning
- The digital landscape has really changed the game for brands. Historically, brands provided a way to confidently purchase something. Once a brand established trust, it was challenging for a competitor to move into that space. People rarely shifted their brand loyalty and it was much harder for a new brand to attract attention, but we're in a whole different market now. Today's digital consumer can evaluate a brand end to end with a quick Google search. New brands appear daily and claim to pick up where other brands have left off. You can get dish soap, then you can get eco-friendly dish soap, and then there's eco-friendly and corporate responsible dish soap, and there's likely even eco-friendly, corporate responsible, locally sourced dish soap. Each of these products is positioned in such a way that it gains attraction from and resonates with a particular audience. Now, some might roll their eyes at the idea of…
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