Understanding the model The model provides a visual representation of the 26 universal positioning territories available to position a brand.
The territories are organized into three categories that will be familiar to the experienced marketer.
Doing so will lead you to a rich number of potential solutions and allow you to explore your positioning exercise from a 360-degree perspective.
A more creative way to apply this methodology, but also a slightly more challenging and rewarding one, is to purposely create “forced connections” between the territories, which is another well-known creative problem-solving technique.
For example, you could assess whether the frame of reference chosen to position your brand is the most advantageous one for the brand story in light of your available options, whether the type of connection the brand seeks (“benefit” versus an “archetype” perspective, for example) is the most engaging and differentiated one, and whether you’re telling the right story about your product or service.
Visual problem-solving is a powerful way to come up with original ideas and solutions and can now also be applied to the development of positioning strategies, a first in the industry.
In order to be successful, a brand needs to be at the intersection of these three categories.
This doesn’t mean that all three “groups” need to be communicated as part of the brand story (a brand positioning is all too often confused with a communication strategy) but the brand stewards need to have a clear understanding of how these three groups come together to allow for a powerful positioning platform.
Sure, the industry has been using mind maps for a while now, but mind maps are usually very limiting because they force you to boil down your strategic universe to two core dimensions (the horizontal and the vertical axes), which is often not sufficient to capture or explain a complex problem.
Visualizing Positioning-Roulette provides the missing big picture Framework.