Q: After listening to a talk you gave on “the latest in brand positioning” some years ago at a PMA (Philippine Marketing Association) seminar, we changed our product’s brand positioning model to one of the models that you showed at your talk. We were then having a brand positioning problem and the change helped us a lot. But now, we’re experiencing again a problem with our change in positioning.
We’re sorry we can’t tell you our brand and the specific problem it’s having. We hope you understand and will still help us. Do you have anything on “the latest in brand positioning” that may help us once more?
A: Yes, we have a new set of the “latest models” in brand positioning. It’s too bad you can’t tell us your brand and the specific brand positioning problem it’s experiencing. Our answer could have been just as specific. Being specific makes our problem diagnosis and our Positioning Rx much more useful and relevant.
Now, just because something is the latest does not necessarily mean it’s better than its predecessors. In fact, one of the successful new brand positioning models is a consolidation of the previously popular ones. Over the years, several marketing professors and practitioners developed many variants of the original model that gained many loyal adopters and advocates.
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Original positioning model: the UAI
The most used positioning model is the UAI-based (Usage, Attitude, Image) positioning. That dates way back to the late 70s and early 80s when Al Ries and Jack Trout popularized the brand positioning concept.
