The Buzzword Fallacy

The right positioning can put your company on your customer's map. It opens the door to your offering and gives you the chance to shape how customers perceive your product and brand, landing you in the consideration phase of their journey.

What happens next is the most crucial step. It will determine whether customers continue to see you as a contender for their business.

The Problem with Buzzwords

Using buzzwords to shape audience perception has become common practice. But the follow-through rarely matches.

The market is filled with "luxury" clothing, "premium" foods, "top-shelf" drinks, "high-end" furnishings, and "extravagant" experiences. What many businesses get wrong: they fail to provide the actual attributes that support this positioning once customers look deeper.

This is when you don't just lose the customer's interest - you create a negative brand image that spreads.

Why Empty Positioning Fails

If your positioning isn't backed by attributes that are actual value drivers in your industry, you're just hiding behind buzzwords. You can't communicate what genuinely attracts customers to your product.

At the consideration phase, you might attract an average consumer. But the real buyer, the one willing to pay the price, who understands your industry, won't buy. Suddenly, selling becomes a struggle, and building positive brand recognition feels impossible.

A Better Approach

Build brand perception by developing a unique selling proposition backed by an easily identifiable value proposition.

Make your actual value drivers clear. Let your attributes speak. Stop relying on buzzwords and start communicating what makes you genuinely different.