What’s a great example of brand positioning?

I get asked this a lot, and I’m always sharing examples from the past. 

People often ask me to give them a fresh example, something that is more comparable.

If you have ever considered the importance of positioning for your brand, check what the latest buzz in the fitness space, Noom, refers to itself as.

Noom says it’s the last weight-loss program that you will ever need.

Often, brands come out describing themselves with phrases that most people cannot understand. 

Sure, many brands create new categories, but we need to be able to understand the explanation in 15 seconds or less. 

Noom acknowledges that it is a weight-loss program upfront, but promises that it will be the last one you will need to try. 

This is because it is common knowledge that most people have tried several weight-loss programs with very little success. 

That’s the positioning that Noom wants to conquer.

And all those who have tried several weight-loss programs might be hoping that Noom is right so that they can lose weight for sure.