Positioning Guide #21

Don’t try to change the customer’s mind.

In the consumer tire product category in the U.S., Michelin brand owns the brand benefit of security.  This is truly remarkable in light of the fact that the U.S. Federal Trade Commission has a regulation that prevents tire marketers from making any safety claim.  This ownership is attributed to the historical quality of Michelin products and almost 20 years of the famous Michelin baby tire advertising.  The Michelin baby conveyed the benefit of safety without actually saying the word safety.  Additionally, consumers don’t attribute their safety to their tires on an unaided basis; rather, they attribute it to their vehicle.  However, on an aided basis consumers will readily agree that their safety is also attributable to their tires.  To remind consumers that their tires are a source of safety, Michelin developed the themeline, “Michelin. Because so much is riding on your tires.”  As long as Michelin nurtures this brand benefit with it’s marketing actions, neither Bridgestone nor Goodyear can take it away.  Neither Bridgestone nor Goodyear should attempt to change the customer’s mind.

In sports drink category, Gatorade owns the brand benefit of winning.  As long as Gatorade continues to invest in and nurture its associations with sports and winning athletes, Coke’s Powerade won’t be able to be the brand for winners.  Powerade shouldn’t attempt to change the customer’s mind.

If customers already attribute the benefit to the larger brand, it’s folly to attempt to change what customers already believe.  For example, want something quick for lunch?  Where to go?  McDonald’s.  Why?  McDonald’s owns the brand attribute of speed of service which translates into the customer benefit of convenience.  This is possibly the motivating benefit for a majority of customers in the fast food category.  Burger King or Wendy’s could spend millions of dollars in advertising trying to convince target customers that they are faster than McDonald’s, and they would fail because target customers already believe that they’ll get in and out of McDonald’s quickly.