Effective brand positioning or brand placement can significantly impact your image. Let's take a look at LeBron James, a prime example of the enduring nature of positioning. Despite surpassing Kareem's scoring record and becoming the NBA's all-time scoring leader, LeBron James finds it challenging to break free from his initial "pass-first, all-around player" persona.
“I’m not a natural scorer; I love getting my guys involved, I’ve always been that way.” - LeBron James. Watch the clip here >>> Uninterrupted: "I am not a natural scorer" | LeBron James On Breaking Kareem Abdul-Jabbar's Record | THE SHOP.
In his own words, he admitted to not being a natural scorer, yet he appears to be surprised when his name is seemingly omitted from discussions about the “best scorers of all time” (UNINTERRUPTED: 2:12-2:18). LeBron's situation teaches us a valuable lesson—once a position establishes itself, altering that perception becomes almost impossible (Philip Kotler, Ph.D [Foreword] Positioning: The Battle For Your Mind - Al Ries and Jack Trout). This principle extends to branding; your initial placement in the market shapes how your audience perceives you, and changing that perception can be an uphill battle. Your brand needs a well-defined space in the minds of your audience.
Sometimes, brands must change destinations due to unforeseen circumstances or a shift in focus, and that’s okay. However, changing its course can be challenging, time-consuming, and in some cases, be expensive. And if you can establish the right positioning from the start, it’s best practice to do so.
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