If you think safety, you think Volvo. It’s automatic. Instant. You didn’t choose this association – it’s simply there, living rent-free in your mind. And that’s not an accident. It’s the result of perfect positioning.
But here’s what most people get wrong about positioning: They think it’s about marketing messages, slogans, or brand promises. They’re wrong. Let me show you why through four automotive brands that have mastered the art and science of positioning: Volvo, BMW, Mercedes-Benz, and Audi.
Their success isn’t about what they say but fundamentally what they are.
The Power of Being vs. Saying
Let’s start with Volvo. Volvo doesn’t “focus on safety” or “make safe cars.” Volvo is safety itself. As their former CEO put it, “Our vision is that by 2020, no one should be killed or seriously injured in a new Volvo car.”
Notice the absoluteness of that statement. It’s not about being safer than competitors. It’s about owning safety itself.
The Language of Ownership
Look closely at how these brands position themselves:
Volvo = Safety
BMW = Performance
Mercedes = Status
Audi = Progress
Notice something? They’re all nouns, not adjectives. They don’t describe attributes – they own concepts. This isn’t an accident; it’s linguistic mastery.
When you own a noun, you own the category. When you use an adjective, you’re just describing features.
The Psychology of Perfect Positioning
These positions tap into fundamental human desires:
- Safety speaks to our primal need for survival and protection
- Performance connects to our drive for mastery and achievement
- Status addresses our desire for social recognition
- Progress appeals to our aspiration for advancement
But here’s the brilliant part: each brand owns its concept so completely that competitors can’t credibly claim it. Try to think of “safety” without thinking of “Volvo.” You can’t. That’s not marketing—that’s positioning.
Beyond Features and Benefits
Watch how this positioning drives everything:
Volvo | BMW | Mercedes | Audi |
---|---|---|---|
Every innovation focuses on protection Every design decision prioritizes safety Every employee embodies this mission Every customer interaction reinforces it | Engineering centers on driving dynamics Design emphasizes performance cues Marketing celebrates driving excellence Experience delivers on the promise | Quality standards reflect status Design communicates prestige Service delivers exclusivity Partnerships reinforce position | Innovation drives progress Design evolves constantly Technology leads the way Future orientation shapes everything |
The Cultural Dimension
These positions work across cultures because they tap into universal human values. Safety matters whether you’re in Stockholm or Shanghai. Performance resonates in Berlin or Boston. Status works in Manhattan or Mumbai. Progress appeals in Tokyo or Toronto.
The Time Factor
Great positioning transcends time while allowing for evolution:
- Safety evolves from seatbelts to predictive technology
- Performance shifts from pure power to efficient dynamics
- Status adapts from traditional to modern luxury
- Progress moves from mechanical to digital innovation
Creating Unassailable Positions
Why can’t competitors challenge these positions? Because:
- The position is already owned in people’s minds
- The ownership is absolute, not relative
- Every aspect of the business reinforces it
- The concept is fundamental, not superficial
- The execution is authentic, not artificial
Reverse Engineering Success
Want to achieve this level of positioning? Here’s what it takes:
- Find a fundamental human need or desire
- Identify unoccupied mental territory
- Choose a concept you can authentically own
- Ensure it can drive every business decision
- Make it transcend product features
- Validate its long-term sustainability
- Test its cultural universality
The Business Impact
Perfect positioning creates:
- Premium pricing power
- Customer loyalty
- Competitive insulation
- Clear decision-making
- Long-term sustainability
The Lesson for All Businesses
Your positioning isn’t what you say about yourself. It’s what you fundamentally are. It’s not a marketing exercise – it’s your reason for being.
Don’t tell me you’re innovative. BE innovation.
Don’t claim you’re premium. BE excellence.
Don’t say you’re customer-focused. BE service.
Remember: In the battle for minds, the deepest position wins. These automotive brands don’t just sell cars – they own fundamental human concepts. That’s why they win.
What concept could you own?
If this post shifted your thinking about positioning, share it with someone who needs to stop playing the “better than” game and start playing the “different from” game. In business, as in life, it’s not about being better. It’s about being fundamentally different.
What concept could your business authentically own? Share your thoughts in the comments below.
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