By now you have probably seen the above Wendy's commercial a handful of times. Though not as funny and memorable as the classic Where's the Beef? spots, in my opinion, this ad is probably more effective. This is a brilliant example of Positioning.

If you watch both advertisements, you'll notice a primary distinction between the marketing message and strategy. In 1984, Wendy's was trying to position themselves against McDonalds and Burger King by comparing the size of their burgers. 25 years later, Wendy's is positioning themselves as a low-priced alternative to casual dining, now comparing themselves to the Applebee's of the restaurant world.

Wendy's will never occupy rungs one or two in the prospects mind when it comes to fast food. These spots belong to McDonalds and Burger King. Wendy's ignored this marketing law in 1984 and all these years later they are still in the same spot. You cannot ignore your competitors position in the mind of your prospect.

Recently, Wendy's has acknowledged that they are, at best, in the third position; and now it's boneless wings instead of beef.

7-UP is another good example of positioning. They realized Coca-Cola and Pepsi held the top two positions in the soft drink market, so they differentiated their product by referring to themselves as the "Un-Cola"--essentially creating a new category of soft drinks.

How are you positioning your business and design talents? How can you set yourself apart from your competition? Do you know who your real competition is? I would love to hear your answers. You can leave a comment below.

If you want to learn more about the concept of Positioning, I highly recommend reading Positioning: The Battle for Your Mind by Al Ries and Jack Trout.

I also recommend The 22 Immutable Laws of Marketing by the same authors. Both are quick reads with much you can apply to your business.

To Your Success,

Chris Heiler

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