Powerful brands, like formidable people, have an unmistakable presence. So write Al Ries and Jack Trout, pioneers of positioning theory and renowned authors of Positioning: The Battle for Your Mind. De Beers diamonds are forever. Maxwell House is good to the last drop. A Timex takes a licking and keeps on ticking. While these and other brands are indelibly inked on the collective consumer psyche, Positioning underscores that even dominant brands suffer fragmentation if they fall prey to inconsistent or contradictory messages.
Consider the many faces of Mercedes Benz, one of the examples spotlighted in Positioning. Despite maintaining an emblem of elegance and prestige, the automaker faces brand schizophrenia from a vast product portfolio that fragments and dilutes its message. A cursory inventory reveals no less than two dozen vehicles ranging from passenger cars, campers vans, transporters, trucks, and buses. Pricing is equally sweeping, ranging from $34,475 for the entry-level C-Class model to the Mercedes-Benz SUV G-Class that carries a six-figure starting price. With lack of clarity, Mercedes potentially faces the grim prospect that consumers may choose a narrower playing field in the search for a perfect vehicle.
Once a company abandons its distinctive brand identity, confused consumers drift away. In the case of Mercedes, its blurred product line extensions leave consumers with a mixed bag of choices. Other brands, in contrast, have learned to execute product line extensions without confusing customers. Mercedes competitor BMW is "the ultimate driving machine," an identity that transcends the company's multiple product lines. BMW’s strategy is defined by rigorous brand positioning and the well-defined consumer perception it cultivates.
Positioning differentiates a company from competitors who are clamoring for the same consumer mindshare. Schizophrenic brands lose sight of the fact that consistent identity and messaging captures and retains consumer attention. Instead, they insist on being everything to everyone and, as a result, end up fragmenting themselves in the market.