In the marketing world, the iconic "Marlboro Man" is a masterful example of intentional positioning. This image, without words, evokes freedom, adventure, and masculinity, values that the brand cleverly associated with its cigarettes. But how can this success story be replicated in the age of Artificial Intelligence, where technology is constantly redefining the rules of the game?
A new board with AI
For those unfamiliar with the emblematic "Marlboro Man," you can listen to the EXMARKETING podcast episode detailing this campaign from the 50s and 60s when Marlboro sought to reinvent itself. Previously associated with women, the brand wanted to conquer a wider market, especially men. The solution was the "Marlboro Man," a lone cowboy who embodied the idealized masculinity of the time. Riding through stunning landscapes, the Marlboro Man conveyed freedom, adventure, and a touch of rebellion. The positioning was clear: smoking Marlboro wasn't just a habit, it was a symbol of virility.
Intelligent marketing goes beyond creating an attractive image. It's about orchestrating a symphony of tools and channels to connect with the ever-changing needs of consumers. This is especially crucial in the realm of services, where intangibility demands a more sophisticated strategic approach. The success of the "Marlboro Man" in the 50s and 60s was based on creating a powerful image that resonated with the values and aspirations of the target audience. Today, artificial intelligence (AI) can help companies achieve similarly effective positioning by analyzing large amounts of consumer data to identify behavior patterns, preferences, and needs. This information can be used to create detailed customer profiles and develop highly personalized services that meet their specific desires.
Furthermore, AI can be used to create more engaging and interactive customer experiences. For example, an AI-powered chatbot could offer personalized product or service recommendations or guide customers through a purchase process.
Positioning Matrix
The service positioning matrix, as illustrated in the image below, is a strategic tool that helps companies visualize their market position relative to the competition. It considers two key dimensions: the degree of service personalization (vertical axis) and the level of customer participation in the service process (horizontal axis). Based on these dimensions, four quadrants can be identified, each representing a different positioning strategy:
Service factory: Standardized services with low personalization and customer participation (example: low-cost airlines).
Service shop: Personalized services with high customer participation (example: bespoke tailors).
Mass service: Standardized services with low personalization but high customer participation (example: fast food restaurants).
Professional service: Highly personalized services with low customer participation (example: lawyers).
The positioning matrix is a valuable tool for companies to understand their market position and develop effective differentiation strategies. By combining this tool with the power of Artificial Intelligence, companies can create highly personalized and engaging services that resonate with today's consumers, just as the iconic "Marlboro Man" did in his time.
This technology not only opens new communication channels but also provides crucial data to refine your positioning strategies. Positioning is achieved with messages, and AI allows sending highly personalized messages at scale, adapting the content, offers, and timing to the individual characteristics of each customer.
These technological tools allow you to collect valuable data about your customers, personalize your communications, and offer highly relevant user experiences. By leveraging these capabilities, it's possible to build a strong and relevant brand positioning that propels you towards success in the AI era.
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