Why is the conversion rate so low?

"What would you like to drink? I want Coca-Cola ."

"Shall we go get some coffee? Sure, there's a Starbucks right up the street."

"Let's go get some fast food? Sure, McDonald's or Starbucks."

I wonder if you have noticed that every time we think of a product, the brand will naturally appear in our minds and will never go away.

Why? Maybe some people will say it’s because the brand has a long history. Well, that’s one reason, but it’s ultimately just a question of brand positioning.

That is: the position of the product in the minds of consumers.

So how do we position our brand so that it can be quickly remembered by consumers?

Here are a few methods to help you:

1. Differentiated resource positioning

2. Differentiated positioning of business models

3. User Cognition Differentiation Positioning

4. Cultural differentiation positioning (cultural strategy)

But in many cases, many brands do not actually have obvious advantages in resources, so how should they position themselves? Then you can consider differentiated positioning in your business model.

When our brand and our competitors have the same resources, we can consider restructuring our business model and operating model to achieve differentiation.

For example, the Chongma Neighborhood Group. In the fiercely competitive fresh food e-commerce market, she took advantage of the high trust among neighborhood users, used word-of-mouth publicity, and adopted the "offline community + online community " pre-order and then purchase operation model to greatly solve inventory and logistics problems, break down the barriers between merchants and buyers, and create a new business model.

So if a company has no difference in resources or business models, and the products it provides are similar to those of its competitors and it targets the same user groups, how should we position ourselves?

In situations like the one above, we can position our products by reconstructing user perception.

User cognitive differentiation positioning can generally be considered from the following four dimensions:

1. Can my brand represent a category?

We all know Baidu, the largest search engine brand in China. With its powerful search technology advantages and strong brand positioning of "Baidu, you will know", it has firmly locked the minds of users.

2. Does my product have category characteristics?

The unique value of Wanglaoji lies in that drinking Wanglaoji can prevent people from getting angry due to internal heat. It has always been claimed to be a beverage that prevents people from getting angry due to internal heat, allowing consumers to enjoy life without worries, thus gaining recognition from users.

Nongfu Spring mineral water claims to be "natural mineral water" and has firmly locked in the minds of users through the creation and promotion of eight high-quality water sources.

From the user's perspective, Jingtian positions itself as the "aristocrat among the water" for high-end consumers who value quality of life. Jingtian Baishuishan’s promotional advertisements also create drinking water scenes for various high-end and upper-class people.

The first advertisement of Baishuishan: the romantic love of a mathematician

The second part of Baishuishan advertisement: Traveling through time and space to love you

Baishuishan Advertising Part 3

"If you love someone, give him/her a bottle of Haagen-Dazs." Haagen-Dazs takes the emotional route, and its product positioning is for the group that pursues a noble consumption mentality.

Chu Orange became famous through the story of its founder Chu Shijian.

What if my industry is already a red ocean and all of the above have been occupied by competitors, how should I position myself?

Then we have to consider the cultural differences.

As history changes, mainstream culture will gradually give rise to subcultures. Cultural strategy is to let the brand represent a certain subculture, find the conflict points between the subculture and mainstream culture, amplify the conflict, and create a positioning method that creates brand tension.

Let’s take a look at how Ben & Jerry’s, the second largest premium ice cream brand in the United States, positioned itself through cultural innovation.

Starting in the mid-1960s, the differences between liberal and conservative political ideologies in the United States widened dramatically, triggering the famous "culture war," but ultimately Reaganism won amid strong resistance from conservatives led by Reagan.

Reagan reshaped American society with a conservative attitude. Ben & Jerry's seized this historical opportunity and portrayed itself as the complete ideological opposite of Reaganism. It injected the utopian subculture that was emerging in society at that time - the ecological agricultural concept of "going back to the countryside" - into the food culture, preaching that companies can be humanitarian and sustainable while making money, and communicating with consumers in a funny and prank style.

For example, when Fort Pierce (the owner of Häagen-Dazs, a large technology-industrial company) bullied retailers in a Reagan-style manner and threatened to stop selling Ben & Jerry's ice cream, Ben & Jerry's (a small, folk-style company with a return to rural ideals) gained strong public support by publicizing the Reagan administration's favoritism toward large corporations.

When the FDA passed a disregarded certification for rBGH (recombinant bovine growth hormone), they pushed back against the Reagan administration’s deregulatory stance…

Ben & Jerry's catered to the collective desires of America's liberal middle class and ultimately won a huge victory.

Summary: Are you still worried about your brand positioning? Try the positioning method above!

1. Resource differentiation positioning: Find the specific resources that the brand possesses and use differentiated resources to position it.

2. Differentiated positioning of business model: Restructure business and operating models to achieve differentiation.

3. User cognition and differentiated positioning: Reconstruct user cognition and win differentiated positioning.

4. Cultural differentiation positioning: Positioning through cultural innovation and representing a certain subculture.

Source: Houchang College