Smart Positioning Is Back

In these Covid times, creative minds have been coming up with ideas, such as ‘smart brand positioning’, to help brands grow. Strategically, ‘smart positioning’ is back in the marketing and advertising circles to help brands penetrate minds and hearts and enhance brand image, sales, market share, and profits.

A notable example of ‘smart positioning’ is Somany Tiles. In its TV commercials, the brand is portrayed as ‘zameen se judey’, meaning grounded in terms of both celebrity personality and brand image. This association emphasizes:

• Indian roots and heritage
• Long-lasting durability
• The alignment of the brand with its celebrity ambassador, who shares the same attributes

By incorporating ‘zameen se judey’, Somany Tiles effectively establishes itself in both physical and emotional spaces, ensuring that the brand connects with consumers intellectually and emotionally.

This ‘smart brand positioning’ strategy allows Somany Tiles to stand out from competitors and gain a place in the minds and hearts of both consumers and masons.

Another compelling example of ‘smart positioning’ is from the brand Happy Dent.

Happy Dent has successfully executed ‘smart positioning’ through its creative advertising. One notable advertisement features a scenario where shining teeth serve as a ‘Ladies Only’ sign inside a bus, prompting two men who have taken the reserved seats to vacate them. This ad conveys:

• The brightness of teeth as a tangible feature of the product
• A positive social message, reinforcing appropriate behavior
• The slogan ‘Dikha Battissi, Kar Baat Achhisi’, which cleverly ties shining teeth to good deeds

By integrating humor, social responsibility, and product benefits, Happy Dent creates an impactful and memorable brand message.

This ‘smart positioning’ is not only noticeable but also memorable and relevant, appealing to consumers. As a result, Happy Dent continues to grow and glow.

Another recent advertisement showcasing ‘smart positioning’ is for Fair and Handsome. The brand ambassador smartly delivers the message:
‘Jo Andar se Fair, Woh Bahar se Handsome’
This tagline effectively:

• Highlights the tangible and intangible benefits of the product
• Differentiates Fair and Handsome from other brands in the category
• Reinforces the brand’s unique value proposition

The recent T20 cricket series between India and Australia, which India won, was sponsored by Dettol, a brand that has been smartly positioning itself for years. During the Covid-19 pandemic, Dettol reinforced its core message through:

• The tagline ‘Dettol ka Dhula’, emphasizing 100% protection
• A play on the well-known phrase ‘Doodh Ka Dhula’, recharging its positioning in current times
• Aligning with the health, immunity, and hygiene industry boom

This ‘smart positioning’ allows Dettol to reinforce its brand credibility and effectiveness.

It is evident that a ‘smart positioning’ strategy, combining tangibles and intangibles, is highly effective, memorable, and aids brand growth during challenging times.

A brand positioning statement is a key ingredient in any brand strategy, serving as a major differentiator in a competitive market.

By strategically leveraging ‘smart positioning’, brands can enhance reputation, ensure longevity, and sustain growth over the years. This must be done strategically to win the marketing war in these challenging times.

Thus, we see that ‘smart positioning’ is back, helping build brands through a tangible and intangible mix. Let’s look forward to more such instances of ‘smart brand positioning’, which could elevate the standard of the brand marketing industry.