4 Positioning Strategy Examples from Disruptive Lifestyle Brands

4 Positioning Strategy Examples from Disruptive Lifestyle Brands

How Apple, Tesla, Lululemon and Aldi Inspire Customers—and Your Brand

These four positioning strategy examples from rapidly growing brands will inspire your thinking about your brand’s positioning. These brands have disrupted the categories they play in and have set themselves apart from the competition, establishing a strong brand image and point of difference.

Below, I’ll assess their positioning strategy and what sets them apart.

Quality/Innovative Brand Positioning Strategy Example:  Apple

It’s hard think about positioning without including Apple – it is literally the world’s most valuable brand, and it is often revered for its “Think Different” campaign.  Apple launched in 1976, and is now a $274 billion dollar business with computer, telephone, media and accessory offerings. 

4 Positioning Strategy Examples from Disruptive Lifestyle Brands
What sets Apple apartProduct performance and simple design
PositioningApple has positioned itself as an innovator in the technology space – leading the way with high quality products that are designed to deliver a simple but superior end user experience.  It’s one of the first lifestyle brands that is associated with creativity and being unapologetically different   
Target ConsumerCreative students & professionals

Luxury/Sustainability Brand Positioning Strategy Example: Tesla  

Tesla is a relatively new entrant in the automobile industry, launching its first car in 2008.  Today, Tesla, Inc. is a $32 billion business, and is considered the most valuable car company, with shares hitting over $1,000 in January 2021.

Tesla’s mission is to accelerate the world’s transition to sustainable energy.

4 Positioning Strategy Examples from Disruptive Lifestyle Brands
What sets Tesla apartPioneer in the all-electric car space 
PositioningIt strategically positioned itself as the luxury high end manufacture of all-eclectic cars and has built a brand image tied to sustainability, cutting edge technology and luxury experience
Target ConsumerFamilies willing to pay for luxury and sustainability

Quality/Healthy Brand Positioning Strategy Example:  Lululemon Athletica

Lululemon Athletica is a Canadian brand that launched in the US in 1998 and was initially sold in yoga studios. It is now a $4.4 billion company and  #30 on Fortune’s fastest growing companies. 

Lululemon’s purpose is to elevate the world by realizing the full potential within every one of us.

4 Positioning Strategy Examples from Disruptive Lifestyle Brands
What sets Lululemon apartLeader in “athleisure” – high quality yoga attire for a healthy lifestyle
PositioningLululemon Athletica has positioned itself as a lifestyle brand offering high quality yoga attire that can be worn all day.  Lululemon’s positioning is grounded on the quality of its product but it has also been able to elevate that experience by promoting a healthy lifestyle and sense of community among its loyal consumer base and “Be human. Be well. Be planet” strategic agenda
Target ConsumerHigh income, health-conscious consumers 

Value/Price Brand Positioning Strategy Example: Aldi

Aldi is a grocery store with over 2000 locations in the US and over $92 billion in revenue. According to the Progressive Grocer, it is currently the fastest growing chain in the US, with ambitious goals to add additional store locations and remodel all stores by the end of 2022.  

Aldi’s Mission: Shop Differentli: A faster, and smarter way to save money on high quality grocery and more 

4 Positioning Strategy Examples from Disruptive Lifestyle Brands
What sets Aldi apartRedefining value in the retail space – it’s “smart” to not overpay 
PositioningAldi’s positioning is grounded on price – it is a value player that offers popular branded items, as well as quality specialty finds at a lower price   
Target ConsumerBudget conscious consumers looking for value (this includes middle- and high-income shoppers)

Having a strong positioning strategy is critical to brand success.  However, these positioning strategy examples prove there is no one-size-fit-all approach.  Defining a positioning strategy typically requires a strong understanding of the brand target consumer, market trends, competition, and brand strengths and weakness. 

For more resources on effective positioning strategy examples, visit our Brand Positioning page.  Or contact us to start a dialog.

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