Once a brand is well-established, a single statement, such as the one below, may serve to capture elements of both competition-focused and customer-focused positioning: The positioning of a new brand often evolves from a competition-based approach to one that places greater emphasis on customers’ goals as knowledge of the brand increases. To urban-dwelling, educated, techno-savvy consumers who worry about the environment that future generations will inherit, when you use Zipcar car-sharing service you make a responsible choice and demonstrate your commitment to protecting the environment. This more customer-based approach is illustrated below: This might have been done by laddering up from the points of difference to a brand essence of being a “responsible choice” for transportation and linking to the target’s goal of demonstrating a commitment to protecting the environment. Once Zipcar was established as an alternative to owning a car, greater emphasis could be given to how Zipcar helped the targeted customer achieve his or her goals. To urban-dwelling, educated techno-savvy consumers, when you use Zipcar car-sharing service instead of owning a car, you save money while reducing your carbon footprint. This approach is captured in the following positioning statement: The positioning emphasized the superiority of the service in relation to the competitive alternative of owning one’s own car. When Zipcar was introduced to the market, a competition-based perspective was adopted.
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