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.
politics, residential election campaigns
and information wars are often full of elaborated depositioning statements.
Lies 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
In business, depositioning
is primarily based on facts, not lies.
Depositioninng statements are usually
laconic and indirect.
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
was telling prospects indirectly that
AVIS tried harder than #1 in creating
great customer value.
Steve Jobs in
his famous new-product presentations
delivered exciting and amusing stories
Apple's innovative product acted as
a hero who was
solving customer problems created by