Thought-provoking positioning realities hit me whilst watching Jeff Randall on Sky News Monday night. Although his forte is the written word rather than interviews, he did arrive at one spell-binding observation on British retailing 2008.
As consumers begin to listen to the self-fulfilling misery from financial banking-biased journos talking us ever-downwards, high street spending habits are demonstrably changing.
Recent winning figures come from the likes of Burberry, New Look & Primark. The trend is that those doing well either push being cheap and cheerful, or aim to be luxury brands. Success is to be found at the poles.
Is there a lesson here for us solution sellers in any slowdown? I think there may well be. For now, I shall never use any language that could be interpreted as positioning my products in the ‘middle ground’. I shall not fall into the trap of being “stuck in the middle”, afraid to be premium, scared to box-shift. I’ll either talk about being a cost-leader on something, or the premium-type provider.