Product Positioning: Image Is Everything, Baby

A guest post for Handshake 2.0 from Kelsey Sarles:

In advertising, there's the product and then there's how the product is positioned.

Example 1

Company/Organization: Unilever
Product: Axe Body Wash/Shampoo
Product Position: Make yourself irresistible to sexy women. NOT "This shampoo will clean your hair."
Results: I don't know the numbers, but my brother-in-law uses Axe products.

Example 2

Company/Organization: America's Dairy Farmers
Product: Milk
Product Position: Milk does a body good.
Result: Highly unsuccessful. The target market (kids) did not respond to the "drink it because it's good for you" message.

Example 3

Company/Organization: America's Dairy Famers
Product: Milk
Product Position: "Got Milk?" If you're going to have a cookie, you've got to have milk.
Result: Highly successful.

How are you positioning your company's product?

Image is everything in product marketing and advertising. 
Kelsey Sarles is an experienced Graphic Designer and Marketing Director. A graduate of Concord University with a B.A. in Graphic Design/Advertising and a minor in Business Administration, Kelsey is passionate about creating inspiring, results-driven marketing and design solutions for her clients. When she is not working or referring to herself in the third person, you will most likely find Kelsey enjoying the outdoors, whether water skiing, hiking, or lounging in the sun reading a good book. You can learn more about Kelsey's work and quirks on her website,

Who's in FRONT? Jim Rancourt
Creative Thinkering, Conceptual Blending, and Making Connections


  1. Thank you so much for the opportunity to be a featured guest on! I’ve learned a lot from reading your columns throughout the years, and I’m honored to have the opportunity to share what I’ve learned as well.

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