Street-level branding | Positioning your brand in a crowded marketplace

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An excellent case study sample of Brand Positioning. Ever heard of "Bad Breath Specialist"?

Most people think Branding is only for the big guys with big budgets. Here’s proof that turns that mindset on its head. Even little guys can do it!

The key is understanding WHO YOU ARE & WHO YOU WANT TO BE  (in your customer’s head NOT YOURS!), position yourself correctly AWAY from ur competition.

Ever heard of a “Bad Breath Specialist”? This dentist-turned-entrepreneur decided to position himself as such, and build a brand on that super fine niche positioning. The rest, as they say, is history.

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Placing his products comfortably in a crowded marketplace. Spotted @ Rite Aid, Carmel Valley, San Diego. Photo: Dian Hasan

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Placing his products comfortably in a crowded marketplace. Spotted @ Rite Aid, Carmel Valley, San Diego. Photo: Dian Hasan

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Dr. Harold Katz positioned himself as a "Bad Breath Specialist"! Spotted @ Rite Aid, Carmel Valley, San Diego. Photo: Dian Hasan

And once you’ve established your positioning & given your brand wings, you have comfortably squeezed your brand onto shelf space in a crowded marketplace… where big brands reign supreme! Dr. Harold Katz (whom I’ve never heard of) launched his brand of oral care as a “Bad Breath Specialist”! Spotted @ Rite Aid, Carmel Valley, San Diego. Photo: Dian Hasan

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About dianhasan

Brand Storyteller, Travel Writer, Speaker, Creative Writer & Thinker - avid observer of randomness in everyday life - Sustainable Business, Eco Matters, Sustainable Urban Issues, Architecture, Heritage Conservation, Innovation & Brand-Strategy, Cross-Cultural Communications, Travel, Tourism & Lifestyle.
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