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Depositioning Competitors

Getting your prospects think that you are better

 

  

 
   

Depositioning Defined

 

  

 
Vadim Kotelnikov

Depositioning is about changing the mindset of customers about competing brands or products so that your customers and prospects think that you create greater value for them than your competitors.

Vadim Kotelnikov, founder of 1000ventures - personal logo VadiK

Inventor

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Brand positioning is to place your brand in a favorable position in the minds of your target customers – both prospective and existing. Brand positioning helps your brand create a prominent name for yourself among competing brands and differentiate you from them.

Depositioning is a complementary of positioning. Depositioning is about changing the mindset of customers about competing brands or products. It is about employing subtle methods so that your customers think that you create greater value for them than your competitors.

If your competitor has taken a position you are vying for, through depositioning you can make your target audience believe that you are actually the #1 in this market niche.

 

Competitive Differentiation

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Examples

Nobel Peace Prize Depositioned

European "democracy fighters" eхposed as creators of fake news and mentors of terrorists

Unisys Repositioned

  

 

 
 

Depositioning a competitor in the minds of the target audience is a common practice in politics and marketing that are all about a battle of perceptions.

In politics, presidential election campaigns and information wars are often full of elaborated depositioning statements. Lies and fake news are frequently used as a powerful weapon. "A lie gets halfway around the world before the truth has a chance to get its pants on," said Winston Churchill.

In business, depositioning is primarily based on facts, not lies. Depositioninng statements are usually laconic and indirect.

Example: Avis

Some time ago, Avis Rent A Car System, Inc. debuted a new advertising campaign that featured a brand-new tagline – "We Try Harder." At that time, AVIS was #2 company in the industry, so the marketing slogan was telling prospects indirectly that AVIS tried harder than #1 in creating great customer value.

Example: Apple

Steve Jobs in his famous new-product presentations delivered exciting and amusing stories where an Apple's innovative product acted as a hero who was solving customer problems created by competitors.

  

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Pavel Durov, founder and CEO of Telegram, Russian entrepreneur

Unless you are cool with all of your photos and messages becoming public one day, you should delete WhatsApp from your phone.

Pavel Durov

 
 

Using Humor

Humor is a powerful depositioning weapon both in politics and business. Good jokes that make people laugh are often a more powerful weapon that traditional differentiation strategies.

  

How To Be Witty

Competitive War Games

GM vs. Microsoft

  

 

 

 

 
 

Self-Depositioning

Yes, self-depositioning happens − unintentionally − sometime too. A company can deposition itself through its irrelevant actions, an inappropriate advertising campaign, or as a result of rebranding.

  

Olympic Games depositioned themselves

Weakness of 'Meta' Brand Name

 		 

 

 

 

 

 

 
Vadim Kotelnikov advice quotes

Coaching by Example

Vadim Kotelnikov, founder of 1000ventures - personal logo    Business e-Coach    Innompic Games icon

 

Invented and launched in 2001, Business e-Coach was the first free online business education resource. As it was first to market, the initial brand positioning was easy. The slogan "We don't teach – we inspire!" differentiated Business e-Coach from traditional educational institutions for decades.

  

 
 

Innompic Games vs. traditional social networks

Traditional social networks are primarily single-dimensional – they help people communicate.

Innompic Games (IG) deliver clearly differentiated huge additional benefits as a two-dimensional social network that helps people grow as well.

   Creating Value Online Social Networks: Opportunities and Strategies Fun4Biz: Business Model Competitive Differentiation Innompics Differentiated 10 Success Lessons from Facebook Why Google+ Failed Innompic Games: Helping People Grow Vadim Kotelnikov LinkedIn Instagram Twitter The Tree of Online Success Social Netwroks: Value Created - communication, growth - by Facebook, Twitter, LinkedIn, Fun4Biz, CimJoy

 
 

Innompic Peace Prize positioned

The True Peace Way
no one walked before

The Innompic Peace Prize was announced after an international group of experts had analysed the Nobel Peace Prize practices and discovered that it was not nurturing true peace in the World.

   Innompic Peace Prize positioning example Noble vs Nobel, all-inclusive love