{"id":16286,"date":"2013-12-11T00:01:19","date_gmt":"2013-12-11T08:01:19","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=16286"},"modified":"2013-12-10T23:22:19","modified_gmt":"2013-12-11T07:22:19","slug":"attacking-in-advertisements","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2013\/12\/attacking-in-advertisements\/","title":{"rendered":"DIFFERENCE BETWEEN POSITIONING AND ATTACKING IN ADVERTISING"},"content":{"rendered":"

\"radio<\/a>Yesterday I wrote about the folly of most radio stations that attack the competition<\/a> in their on-air promos and imaging.<\/span><\/p>\n

One reader responded:<\/span><\/p>\n

“How do you contrast this (what you said above) with ‘positioning?’ example: 7up is the un-cola”<\/span><\/p><\/blockquote>\n

That 7-Up campaign didn’t attack Coke or Pepsi or the other, minor cola soft drinks.<\/span><\/p>\n

Rather, the television and radio advertising campaign<\/a> firmly staked out a clear position for 7-Up: “If you you want a soda that’s not a cola, we’re what you want.”<\/span><\/p>\n

Implicit in that statement is, “If you want a soft drink without caffeine, we’re what you want.”<\/span><\/p>\n

In fact, later they made that position explicit re: 7-Up and caffeine: “Never had it, never will.” <\/span><\/p>\n

At no time did they denigrate the other soft drinks (including Mountain Dew, which also<\/strong> is not a cola but does<\/strong> contain caffeine). <\/span><\/p>\n

They simply staked out a clearly defined position that differentiated from the competition.<\/span><\/p>\n

Take a look…<\/span><\/p>\n