positioning – Bredemarket

Some firms make claims and don’t support them, while others support their claims with quantified benefits. But does quantifying help or harm the firms that do it? This pudding post answers this question…and then twists toward the identity/biometrics market at the end.

The “me too” players in the GCP market

Whoops.

In that heading above, I made a huge mistake by introducing an acronym without explaining it. So I’d better correct my error.

GCP stands for Glowing Carbonated Pudding.

I can’t assume that you already knew this acronym, because I just made it up. But I can assure you that the GCP market is a huge market…at least in my brain. All the non-existent kids love the scientifically advanced and maximally cool pudding that glows in the dark and has tiny bubbles in it.

Glowing Carbonated Pudding. Designed by Google Bard. Yeah, Google Bard creates images now.

Now if you had studied this non-existent market like I have, you’ll realize from the outset that most of the players don’t really differentiate their offerings. Here are a few examples of firms with poor product marketing:

Jane Spain GCP: “Trust us to provide good GCP.”
Betty Brazil GCP: “Trust us to provide really good GCP.”
Clara Canada GCP: “Trust us to provide great GCP.”

You can probably figure out what happened here.

The CEO at Betty Brazil told the company’s product marketers, “Do what Jane Spain did but do it better.”
After that Clara Canada’s CEO commanded, “Do what Betty Brazil did but do it better.” (I’ll let you in on a little secret. Clara Canada’s original slogan refereneced “the best GCP,” but Legal shot that down.)

Frankly, these pitches are as powerful as those offered by a 17x certified resume writer.

The quantified GCP

But another company, Wendy Wyoming, decided to differentiate itself, and cited independent research as its differentiator.

Wendy Wyoming Out of This World GCP satisfies you, and we have independent evidence to prove it!

The U.S. National Institute of Standards and Technology, as part of its Pudding User Made (PUM, not FRTE) Test, confirmed that 80% of all Wendy Wyoming Out of This World GCP mixes result in pudding that both glows and is carbonated. (Mix WW3, submitted November 30, 2023; not omnigarde-003)

Treat your child to science-backed cuisine with Wendy Wyoming Out of This World GCP!Wendy Wyoming is a top tier (excluding Chinese mixes) GCP provider.

But there are other competitors…

The indirect competitor who questions the quantified benefits

There are direct competitors that provide the same product as Wendy Wyoming, Jane Spain, and everyone else.

And then there are indirect competitors who provide non-GCP alternatives that can substitute for GCPs.

For example, Polly Pennsylvania is NOT a GCP provider. It makes what the industry calls a POPS, or a Plain Old Pudding Sustenance. Polly Pennsylvania questions everything about GCP…and uses Wendy Wyoming’s own statistics against it.

Fancy technologies have failed us.

If you think that one of these GCP puddings will make your family happy, think again. A leading GCP provider has publicly admitted that 1 out of every 5 children who buy a GCP won’t get a GCP. Either it won’t glow, or it’s not carbonated. Do you want to make your kid cry?

Treat your child to the same pudding that has satisfied many generations. Treat your child to Polly Pennsylvania Perfect POPS.

Pennsylvania Perfect remembers.

So who wins?

It looks like Polly Pennsylvania and Wendy Wyoming have a nasty fight on their hands. One that neck-deep marketers like to call a “war.” Except that nobody dies. (Sadly, that’s not true.)

Some people think that Wendy Wyoming wins because 4 out of 5 of their customers receive true GCP.
Others think that Polly Pennsylvaia wins because 5 out of 5 of their customers get POPS pudding.

But it’s clear who lost.

All the Jane Spains and Betty Brazils who didn’t bother to create a distinctive message.

Don’t be Jane Spain. Explain why your product is the best and all the other products aren’t.

Copying the competition doesn’t differentiate you. Trust me.

From https://www.yourgreenpal.com/blog/is-there-an-uber-for-lawn-care

The “hungry people” (target audience) for THIS post

Oh, and if you didn’t figure it out already, this post was NOT intended for scientific pudding manufacturers. It was intended for identity/biometric firms who can use some marketing and writing help. Hence the references to NIST and the overused word “trust.”

If you’re hungry to kickstart your identity/biometric firm’s written content, click on the image below to learn about Bredemarket’s services.

Drive content results with Bredemarket Identity Firm Services.

I shared something on the Bredemarket LinkedIn page, and I also shared it on the Bredemarket Facebook page, but there are billions of people who don’t subscribe to either, so I thought I’d share it here too to VASTLY increase its reach.

“It” is an Andrea Olson article published this morning entitled “Why Positioning Is More Important Than Ever.” Olson believes that company positioning is mostly a lost art, and that some attempts to establish a unique company marketing position don’t really work in practice. For example, a Company X claim that it is “customer-focused” will only be effective if Company Y says that it is “not customer-focused.” (This doesn’t happen.)

I’m going to advance the hypothesis that it’s easier for very large companies and very small companies to establish unique market positions, but harder for medium sized firms.

Medium sized firms often do not have an established presence in our minds. Let’s say that you’ve just moved to a new city and you’re deciding where you’re going to buy a car. How do you tell one car dealer from another? Does one of them have a better coffee machine in its customer lounge? Is one of them customer-focused?

The very large companies DO conjure images in our minds. On one level, there’s no huge difference between what Walmart sells, what Target sells, and what Kmart sells. But if you read the names “Walmart,” “Target,” and “Kmart,” positive and/or negative images immediately pop into your brain.

Which brings us to the very small companies, and the question that I asked on LinkedIn and Facebook—what is MY company’s unique market position?

This is something that I’m working on enunciating, both in public forums such as this one and in more private ones such as emails to potential clients. There are certain things about the Bredemarket offerings that are clearly NOT unique:

Many writing companies offer a specified number of review cycles to their clients.
Many writing companies offer experience in writing about biometric technology.
Many writing companies offer experience in writing proposals.

But there’s one advantage that very small companies (sole proprietorships) offer—the uniqueness of the sole proprietor. This uniqueness is sometimes difficult to convey, especially in the current pandemic environment. But it’s there.

Although it’s more difficult to convey if you’re one of a set of twins.

Tag Archives: positioning

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