Marketing Manna

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Pool positioning

When we went to Disney last month, we stayed at the Westin Anaheim, which was just half a mile away from the entrance. 

While checking in, I asked a staff member if the pool is often empty because people are obviously here to visit Disney. 

“No, a lot of people enjoy the pool everyday,” she replied.

“What? Do they come all the way to an Anaheim hotel to go to the pool?”, I asked.

“No, they go to this pool when they are tired after Disney,” she quipped. 

The Westin Anaheim pool was not being positioned as an ordinary hotel pool. 

It was positioned as the greatest solution when you are tired of the happiest place on earth.

Takeaway

Positioning can make even a pool seem like paradise.

Is your brand positioned around another famous brand? Share with me here!

The basic approach of positioning is not to create something new and different, but to manipulate what's already up there in the mind, to retie the connections that already exist.

Al Ries

Kurian Babykutty

CEO, 40 Parables

Kurian's a steward of storytelling and a keen observer of people, which is why he geeks out on making marketing meaningful.

Manna is tastiest when shared together.
Share this with someone who needs it today.

Manna is tastiest when shared together. Share this with someone who needs it today.