Getting inside your customers mind – Marketing Position [Video]

Ask most people what they consider is the safest brand of car, and the first one they’re likely to suggest is a Volvo. In this VLOG, Grant explains why.

Do you feel like you’re taking your life into your hands when you get into a BMW? Of course not, and yet; if you asked most people to tell you a safe car brand, the first one they’re likely to say is Volvo.

The fact is that most major car manufacturers produce safe cars and we all know that, and yet Volvo has spent almost all their communications, making sure they own that position in the market place. Positioning happens in the customer’s mind. In terms of their customers, most people think of Volvo as THE safe car.

The key to market positioning is owning a distinctive place in the market so customers can see how you could be relevant to …