The Power of Repositioning
It is not enough to define what we have; we will also have to explain what is the problem we seek to fix.
Before we can position our offering, we must reposition our competition. A good example is a case about Russian vodka which was not getting the attention it deserved on the American markets. Here’s how they turned it around:
Most American vodkas seem Russian,“ said the ads. And the captions said: "Samovar: Made in Schenley, Pennsylvania. Smirnoff: Made in Hartford, Connecticut. Wolfschmidt: Made in Lawrenceburg, Indiana. Stolichnaya is different. It is Russian, and it’s made in Leningrad.
They first repositioned their competition in the minds of the consumer before they attempted to position their brand. An advertisement campaign that would have only positioned themselves as a 'Russian vodka' would have gone nowhere.
What is 'positioning'?
It means how people conceive something in their head. Like on the example above, people generally thought all vodka they bought came from Russia. The one brand that genuinely had Russian vodka had to first destroy the image in the minds of the consumers that had made them believe all Vodka is Russian vodka.
Here's a simple definition I found:
A marketing strategy that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer.
Case of Komodo
While keeping in mind the point of my last post about Komodo not being a platform; we could seek to reposition the problems of platform's in general and then go ahead and explain how Komodo fixes these commonly known issues.
Most blockchain projects today develop on top of public platforms that cause many undesired consequences:
- Stagnant development
- Platform lock-downs
- Scalability challenges
With Komodo, you don't have to compromise. Get the same benefits any other platform provides while hosting your infrastructure.
or perhaps we could boil it down to:
On Komodo we share technology - not infrastructure.
What do you think?
We are in the middle of a re-brand process, and we would love to hear your ideas. I would like to launch the Komodo 2.0 with a bang that addresses these core problems our projects addresses.
P.S. the rebrand is not purely about marketing fluff, we are trying to get at the bottom of it what we have to offer, and how we effectively communicate that. Once we have things crystal clear, we can better prioritise what we do and shoot for the stars.
It's a funny thing, but I do believe the world will give you everything you want - you will have to know exactly what it is and take it.