I’ve written this because positioning is one of the most misunderstood yet powerful tools in business strategy. If you’ve ever struggled to explain what makes your product different—or felt like your marketing isn’t connecting with your audience—it’s not your product; it’s your positioning.

In this piece, I’ll show you (using a CPG example) why most deodorant brands fail to capture consumer loyalty and how you can avoid the same mistakes. You’ll learn how to move beyond features and benefits to own a unique psychological space in your customer’s mind.

Whether you’re rethinking your brand or simply curious about what makes Axe a global icon, this article will give you actionable insights to build a positioning strategy that resonates and lasts.

The Positioning Problem: Why Most Strategies Fail

Most deodorant brands approach positioning as a race to the bottom:

• Competing on features like “48-hour protection” or “no residue.”
• Borrowing from unrelated categories with “Uber for X” approaches.
• Trying to capture every demographic, leading to diluted messaging.

But these strategies fail because they address what the product does rather than what it enables. This approach confuses functionality with identity, losing the opportunity to build long-term brand loyalty.

Here’s what I’m challenging. Consumers don’t choose deodorant because of what it does. They choose based on who it helps them become. Effective positioning transforms a product into a tool for identity creation.

Case Study: Axe ‘Mating Game’

Axe revolutionized the deodorant category by positioning itself as a tool for confidence in the mating game. Rather than focusing on “odour control,” Axe claimed the mental space of attraction and seduction.

What Worked:

1. Owning an Identity Transformation: Axe’s message was clear: “Use Axe, and you become irresistible.”
2. Resonating with Aspirations: The campaigns spoke to a deep psychological desire—feeling wanted and attractive.
3. Consistency Across Touchpoints: Every ad, scent, and packaging reinforced the concept of playful seduction.

What Can We Learn? The core of Axe’s success wasn’t their product; it was their ownership of a primal concept in their customers’ minds. They didn’t sell deodorant—they sold confidence in attracting others.

First Principles: Building the Right Foundation

To position a deodorant effectively, strip away assumptions and ask:

1. What fundamental problem does deodorant solve? At its core, deodorant is about confidence—not just controlling odor but enabling people to move through their day without self-doubt.
   
2. What do customers aspire to be? People don’t just want to smell good; they want to feel bold, free, or unstoppable.
   
3. What mental space can the brand own? Great positioning isn’t about being the best—it’s about being the only.

Positioning That Sticks: A Step-by-Step Guide

Here’s how to build a deodorant positioning strategy that lasts:

1. Find Your Atomic Core
   • What is the one idea your brand can own?
   • Examples:
     • For Athletes: “Endurance that matches your grit.”
     • For Professionals: “Confidence that commands attention.”
2. Anchor in Psychology
   • Leverage emotional drivers: People buy deodorant to feel attractive, powerful, or assured.
   • Use framing:
     • Don’t sell “no stains”; sell “freedom to wear black confidently.”
     • Don’t sell “odor protection”; sell “power that lasts as long as you do.”
3. Create Consistency Across Touchpoints
   • Product: Design scents and names that reinforce your position (e.g., “Steel Resolve” for a brand targeting professionals).
   • Ads: Use storytelling to show transformation.
   • Packaging: Make the product feel like a badge of belonging (e.g., eco-friendly for sustainability-focused brands).
4. Execute the Magic Triangle
   • Product Innovation: Ensure the product consistently delivers.
   • Category Narrative: Define the conversation in your market. E.g., “The deodorant for mental endurance.”
   • Business Model: Align pricing and distribution with your brand’s identity.

Reimagining the Market: A Thought Experiment

What if a deodorant brand positioned itself as the Catalyst for Courage?

• Concept: “Feel the freedom to chase your boldest dreams.”
• Identity Transformation: Customers don’t just buy deodorant; they buy courage to face the day.
• Execution:
  • Ads: A young professional nailing their first big presentation, a marathon runner crossing the finish line.
  • Messaging: “Not just fresh—fearless.”
  • Design: Sleek, modern packaging that feels like armour.

The Long Game: Positioning Beyond Features

Positioning isn’t a campaign—it’s a strategy. To own a concept, brands must:

1. Evolve with customer needs but stay true to their core.
2. Educate the market: Change the way customers think about deodorant.
3. Build a tribe: Create a community around shared identity (e.g., “The Fresh Fearless Club”).

Deodorant isn’t just a product—it’s a tool for identity transformation. By focusing on emotional resonance and psychological drivers, you can build a positioning strategy that doesn’t just sell—it creates belonging, loyalty, and belief.

Your Next Step:
Ask yourself: What transformation does my brand enable? When customers choose you, who do they become?