By Peter Getman

A valuable brand position strategy is to craft your value proposition in a way that it essentially repositions your competition. Our team has repositioned the competition with this brand strategy a number of times over the years with great results. For example:

“The Organic Alternative to Chemical Fertilizers®”

Cockadoodle Doo [logo]
Lawn & Garden Fertilizer [name suffix]

This brand position puts a question mark in the lawn and garden consumer’s mind doesn’t it? Today’s consumer knows chemical fertilizers work great, but are potentially hazardous and organics are more likely safe to use. Therefore ==> “The Organic Alternative to Chemical Fertilizers®” essentially repositions all chemical based fertilizers as potentially harmful. This brand position was rewarded via exceptional growth in the following season.

A more aggressive repositioning statement would be:
“The Safe Alternative to Chemical Fertilizers®”

This “go for the jugular” brand strategy is a gutsy brand position because it will grab mainstream press, and go bananas through the green thumb blogosphere. This recognition ultimately positions the brand to start a new product market category within lawn and garden fertilizer therefore being the original brand in this market category. To employ this reposition statement will require deep pockets because we’d be kicking an 800-pound gorilla between the legs and will more than likely have to fight them about it—even though it’s a true statement. So for now, we leverage the current brand repositioning statement, but the jugular day will come.

We are leveraging this brand reposition strategy for another consumer brand right now. It will ultimately reposition a billion dollar industry. I’m so excited! This brand is now locked and loaded for massive growth. I’ll tell you about it once the cat is out of the bag.