Positioning.
That thing that planners, marketers and advertising in general spends eons going on about.
Of course I understand why … having a clear and concise territory that you play in helps society associate you with a role/purpose that, hopefully, will pay dividends in the long run.
Now the thing with positioning is it’s as much about sacrificing what you’re not going to be as it is defining what you are.
As much about who you’re not going to appeal to as who you will.
For the last 25 years, I’ve been a massive advocate of that until I saw this …
The photo – and quote – comes from a band called Illust8ors.
I don’t really care if you’ve never heard of them, but that reference is amazing.
Rage Against The Machine and Maroon 5.
Two bands that should never, ever be in the same sentence and yet – despite all you would think – it makes me want to check them out rather than shut the door on them.
Who knows if they mean what they said.
Who knows if their music is like Rage Against Maroon 5.
But I will soon … because while some may say they’ve positioned themselves broad, they’ve achieved exactly what a great positioning does … pull people in.