The “—er positioning”.
When your products , service or reason to be are just like another brand ’s except cheap-er , small-er, bigg-er, thinn-er, sharp-er, light-er, fast-er, or even bett-er, you are in trouble !
Denise Lee Yohn called it the “-er position” and it is inherently an inferior place to be.
Not only does it relegate your brand to subordinate status , you are bound to use another brand as your reference point
Your brand possesses only comparative value, rather than having its own inherent value.
Your value proposition becomes:
“just as good as Brand X, but _____-er.”
Great brands :
-Don ’t operate in a reactive mode
-Don’t jump on to every bandwagon.
-Are bold and confident.
-Create a consumer mindset.
-Shape cultural reference points.
-Identify powerful ideas on the horizon and discover ways to advance them.
They lead and create industries instead of a reactive approach chasing transitory trends.
Lead rather than be one more in a crowded field of “- er “ brands.