Positioning issues are directly related to trust, consumer loyalty, and desire to buy brand products. That is why positioning strategy is about differentiation, individuality, and strengthening positions in relation to competitors. It is also about what to rely on and how to create the right brand associations. A well-promoted and well-known branding affects absolutely all areas – from attracting competent personnel to strong retention of consumer interest. Most companies choose an unstructured approach because it creates a lot of room for creativity and imagination. In addition, its overall effectiveness, as demonstrated by a number of studies, also indicates that this method is preferable.
Storytelling influences people’s existing beliefs and causes them to accept ideas they would otherwise reject. Through storytelling, a psychological shift in perceptions and beliefs occurs (Mucundorfeanu, 2018). The art of storytelling will make customers perceive the brand in a special way and the products of a particular firm will be associated with positive things (Zhang, 2020). This emotional component is what determines the success of this unstructured approach. In addition, this method is attractive in its simplicity – it does not require costly analysis of competitors or own products and their key properties.
Certainly, it should not be forgotten that there are a great many ways to position a brand, depending on what characteristics the authors take as the basis. However, it is important to remember that positioning must be adapted to a specific market situation (Kotler & Keller, 2015). Therefore, in each case, it is worth focusing on certain circumstances, taking into account the market and the company’s capabilities. For example, it is clear that when a new product appears, before coming up with its story, it is necessary first to inform about its belonging to a particular category.
References
Kotler, P., & Keller, K. L. (2015). Marketing management (15th ed.). Pearson Education.
Mucundorfeanu, M. (2018). The key role of storytelling in the branding process. Journal of Media Research, 11(1), 42-54.
Zhang, Y. (2020). The art of storytelling: How to apply successfully to your business? With real world case studies. Hapticmedia.