{"id":23760,"date":"2022-12-15T16:28:56","date_gmt":"2022-12-15T16:28:56","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/15\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\/"},"modified":"2022-12-15T16:28:56","modified_gmt":"2022-12-15T16:28:56","slug":"de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/15\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\/","title":{"rendered":"De-Positioning: The brand strategy mastered by Apple and Starbucks"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div wp_automatic_readability=\"191.48902036637\">\n<p><?xml encoding=\"utf-8\" ????><\/p>\n<div class=\"well\">\n<h3>30-second summary:<\/h3>\n<ul>\n<li>Agencies and consultants have proposed many buzzwords as the answer to everything. These are second and third-tier, with brand de-positioning a true source of competitive advantage<\/li>\n<li>De-positioning involves highlighting a positive feature about your product or service, that indirectly shines a negative light on the competition<\/li>\n<li>Todd Irwin, CSO and Founder of Fazer, unravels de-positioning, how to put it into practice, and looks at Starbucks and Apple as two masters of de-positioning<\/li>\n<\/ul>\n<\/div>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignleft wp-image-267261\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.clickz.com\/wp-content\/uploads\/2022\/08\/Pi7compressedToddIrwin-240x300.jpg\" alt=\"Todd Irwin Headshot\" width=\"152\" height=\"190\" data-srcset=\"https:\/\/www.clickz.com\/wp-content\/uploads\/2022\/08\/Pi7compressedToddIrwin-240x300.jpg 240w, https:\/\/www.clickz.com\/wp-content\/uploads\/2022\/08\/Pi7compressedToddIrwin-scaled.jpg 614w\" data-sizes=\"auto, (max-width: 152px) 100vw, 152px\"\/>Trends and buzzwords come and go. In my twenty-plus years in the branding business, I\u2019ve heard that the answer to all a strategy needs is \u201cdisruption,\u201d \u201cdifferentiation,\u201d \u201crelevance,\u201d \u201ca unique selling proposition,\u201d \u201ca unique customer experience,\u201d or \u201c<a href=\"https:\/\/www.clickz.com\/how-kaiser-permanente-delivered-personalization-for-the-masses\/267112\/\" target=\"_blank\" rel=\"noopener\">personalization<\/a>.\u201d<\/p>\n<p>The most recent cure-all is something called \u201cbrand purpose.\u201d This idea centers around the idea that \u201cWhat\u201d you do, and \u201cHow\u201d you do it, aren\u2019t as important as \u201cWhy\u201d you do it. This \u201cWhy\u201d is supposed to be something bigger than selling products. Customers should connect with this Why and buy from you.<\/p>\n<p>To be clear, all these aspects of brand strategy have value, but many agencies and consultants sell them as the most critical element of a brand. They just aren\u2019t. They are second or third-tier at best.<\/p>\n<p>\t\t\t\t\t<!-- Rezonence Block --><\/p>\n<p><!-- Rezonence Block End -->\t\t\t\t\t<\/p>\n<h2><strong>Enter De-Positioning<\/strong><\/h2>\n<p>How a brand positions itself in the market has been a tried-and-true strategy going back to <a href=\"https:\/\/www.clickz.com\/how-brand-experience-is-changing-the-company-agency-relationship\/267259\/\" target=\"_blank\" rel=\"noopener\">agency<\/a> legend David Ogilvy. However, the most effective approach, the one that drives customers to choose your brand over the others, is something that few brand strategists talk about. It\u2019s called de-positioning.<\/p>\n<p>Simply put, de-positioning is when you highlight a positive feature about your brand that, by doing so, shines a negative light on the competition. This differs from calling out competitor brands directly in a print or digital ad. Instead, you highlight a positive feature that fulfills a customer\u2019s desire or solves a pain point\u2014but this is one that competitors don\u2019t have or can\u2019t do very well.<\/p>\n<h3><strong>Target desires and pain points<\/strong><\/h3>\n<p>De-positioning is a strategy that addresses the most important things customers are looking for when they\u2019re on their buying journey: desires and pain points.<\/p>\n<p>Desires: \u201cI want or need something for a reason, and I\u2019ve decided that I\u2019m going to buy it.\u201d<\/p>\n<p>Pain Points: \u201cI have an issue that needs to be solved by the best product or service solution.\u201d<\/p>\n<p>This juncture is where the popular brand purpose strategy falls apart. Buyers don\u2019t start their buying journey thinking, \u201cLet me go out and find a company with brand purpose.\u201d Instead, customers think, \u201cI need something. Let me go buy it,\u201d or \u201cI have an issue. Let\u2019s find something that solves it.\u201d<\/p>\n<p>Simple motivations such as these have never changed. And they are not going to change, despite marketing leaders proposing that brand purpose is what the customer cares about most or that brand purpose is the fundamental driving force behind a company\u2019s marketing strategy. It\u2019s just not going to happen.<\/p>\n<p>De-positioning highlights what your company can do for your customers that competitors cannot. At the same time, it appeals to their deepest needs, concerns, and desires. It\u2019s efficient in a way. You can promote your product\u2019s strengths while simultaneously pointing out the flaws or shortcomings of your competitors.<\/p>\n<p>Your competitors\u2019 weaknesses create the customer need or pain point in the first place. You fill that gap by providing a solution that relieves the customers\u2019 pain and satisfies their expectations. This ability should become your company\u2019s primary brand mission and message.<\/p>\n<h2><strong>De-positioning first, then business strategy<\/strong><\/h2>\n<p>What makes de-positioning effective is its authenticity and simplicity. It is about creating an association without overtly spelling it out and knocking the customer over the head with it. A brand needs to own that singular idea in the customer\u2019s mind and deliver everything with its brand positioning top-of-mind.<\/p>\n<p>As such, de-positioning should be the number one growth driver for your business. It must sit at the top of the <a href=\"https:\/\/www.clickz.com\/the-cash-flow-funnel-a-new-b2b-marketing-funnel-that-is-customer-and-finance-centric\/267716\/\" target=\"_blank\" rel=\"noopener\">funnel<\/a> of a brand strategy. With the overall branding \u2014 composed of multiple layers of stories, images, language, and sub-themes \u2014 bolstering and aligning with the main de-positioning idea, it all must come from where you have positioned your brand in the market.<\/p>\n<p>De-positioning can also inform your larger business strategy. I have seen business leaders that, in the process of mapping their brand strategy to their business strategy, found business opportunities they had missed entirely. Once they became aware of these, they returned to the drawing board. They adjusted their products to benefit from these newly identified opportunities.<\/p>\n<p>This shows not only the power of positioning a brand correctly but also the importance of doing it as early as possible. Positioning and de-positioning should be the top-of-the-funnel platform that the brand stands on. It can thereby inform the overall brand narrative. And since the positioning will be with the company for life, getting it wrong or doing it too late can lead to lots of re-work. And, in some scenarios, a loss of profits.<\/p>\n<h2><strong>Apple and Starbucks: Masters of brand de-positioning<\/strong><\/h2>\n<p>Apple, the expert in brand and brand positioning, displayed a recent example of brilliant de-positioning. As the company lost the battle in voice assistants, with Forbes calling <a href=\"https:\/\/www.forbes.com\/sites\/johnkoetsier\/2020\/08\/08\/alexa-siri-google-assistant-how-the-top-smart-assistants-stack-up\/?sh=68592813748b\" target=\"_blank\" rel=\"noopener\">Siri an ugly stepchild to Amazon\u2019s Alexa and Google Assistant<\/a>, Apple\u2014which will never concede defeat\u2014chose to redirect its focus to privacy, thereby de-positioning the competition who truly can\u2019t deliver it. Apple\u2019s competitors all use and share consumer data to teach their algorithms and perfect the all-knowing capability of their voice assistants. However, this also happens to be a significant pain point for customers.<\/p>\n<p>Apple observed that customers are deeply suspicious of this surveillance and are yearning for privacy. Since transparency is the customers\u2019 pain point, Apple de-positions the competition by positioning its brand as the \u201cguardian of privacy.\u201d<\/p>\n<p>In truth, Apple\u2019s use of de-positioning based on privacy is a bit of an outlier because by doing so, the company adds a positioning layer. Its de-positioning strategy of privacy now stands alongside the company\u2019s original positioning idea, which is usability. Typically, only one positioning idea is the foundation of a business. For example, Volvo owns the idea of safety, and Disney positions around wonder and magic. But Apple now owns both usability and privacy.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\" wp-image-267155 alignleft\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.clickz.com\/wp-content\/uploads\/2022\/07\/Pi7compressedStarbucks72-300x146.jpeg\" alt=\"Starbucks announce 'third place' in a de-positioning move\" width=\"234\" height=\"114\" data-srcset=\"https:\/\/www.clickz.com\/wp-content\/uploads\/2022\/07\/Pi7compressedStarbucks72-300x146.jpeg 300w, https:\/\/www.clickz.com\/wp-content\/uploads\/2022\/07\/Pi7compressedStarbucks72-scaled.jpeg 768w\" data-sizes=\"auto, (max-width: 234px) 100vw, 234px\"\/>Another excellent example is Starbucks, the creator of a concept called <a href=\"https:\/\/stories.starbucks.com\/stories\/2022\/reimagining-the-third-place-how-starbucks-is-evolving-its-store-experience\/\" target=\"_blank\" rel=\"noopener\">\u201cthe third place.\u201d<\/a> There\u2019s home, there\u2019s work, and then there\u2019s Starbucks, a community and destination driven by coffee. Can you name another omnipresent coffee house where you can linger in armchairs, access free Wi-Fi, eat lunch, and use the bathroom? You cannot. This illustrates how the company de-positions its competitors, and with this strategy, Starbucks keeps winning. They have created a category that Dunkin\u2019 and other caf\u00e9 brands simply cannot deliver.<\/p>\n<h2><strong>Why brand de-positioning should define your <a href=\"https:\/\/www.clickz.com\/seven-digital-marketing-budget-optimization-tips-for-2023\/267744\/\" target=\"_blank\" rel=\"noopener\">2023<\/a><\/strong><\/h2>\n<p>The best message and brand positioning platform to lead and invest in is what is most relevant to a customer. Their needs. Their desires. Your ability to solve their pain points.<\/p>\n<p>Once you\u2019ve created a strong brand that works to position itself in the market by de-positioning the competition, your business will grow more efficiently. Then, in turn, you can invest in your company\u2019s purpose. It\u2019s easier to communicate your purpose and improve the world if you have the resources to do it. Start with de-positioning and watch your profits \u2013 and purpose \u2013 thrive in turn.<\/p>\n<hr\/>\n<div wp_automatic_readability=\"17\">\n<p><em>Todd Irwin is Chief Strategy Officer and Founder of Fazer. Fazer is a brand strategy and creative agency offering 30+ years of experience that helps businesses compete. Some of these brand campaigns have helped companies like Nikon, Coca-Cola, Verizon, Walmart, Pepsi, Ann Taylor, Macy\u2019s, and The New York Times (to name a few) increase their relevance in our competitive and rapidly changing business environment.<\/em><\/p>\n<\/div>\n<div class=\"well\" wp_automatic_readability=\"13.821276595745\">\n<p><strong>Subscribe to the\u00a0<a href=\"https:\/\/www.clickz.com\/#newsletter-modal\" target=\"_blank\" rel=\"noopener\" data-feathr-click-track=\"true\">ClickZ newsletter<\/a> for insights on the evolving marketing landscape, performance marketing, customer experience, thought leadership, videos, podcasts, and more. <\/strong><\/p>\n<p><strong>Join the conversation with us on\u00a0<a href=\"https:\/\/www.linkedin.com\/company\/112527\/admin\/\" target=\"_blank\" rel=\"noopener\" data-feathr-click-track=\"true\">LinkedIn<\/a>\u00a0and\u00a0<a href=\"https:\/\/twitter.com\/ClickZ\" target=\"_blank\" rel=\"noopener\" data-feathr-click-track=\"true\">Twitter<\/a>.<\/strong><\/p>\n<\/div>\n<p>\t<!-- Rezonence Block --><\/p>\n<p><!-- Rezonence Block End --><\/p><\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><br \/>\n<br \/><iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/www.clickz.com\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\/267842\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>30-second summary: Agencies and consultants have proposed many buzzwords as the answer to everything. These are second and third-tier, with brand de-positioning a true source&#8230;<\/p>\n","protected":false},"author":1,"featured_media":23761,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-23760","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>De-Positioning: The brand strategy mastered by Apple and Starbucks - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. Tons of people enjoy reading tech blogs on a daily basis.mailinvest.blog tracks all the latest consumer technology breakthroughs and shows you what&#039;s new, what matters and how technology can enrich your life. mailinvest.blog also provides the information, tools, and advice that helps when deciding what to buy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mailinvest.blog\/index.php\/2022\/12\/15\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"De-Positioning: The brand strategy mastered by Apple and Starbucks - mailinvest.blog\" \/>\n<meta property=\"og:description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. Tons of people enjoy reading tech blogs on a daily basis.mailinvest.blog tracks all the latest consumer technology breakthroughs and shows you what&#039;s new, what matters and how technology can enrich your life. mailinvest.blog also provides the information, tools, and advice that helps when deciding what to buy.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mailinvest.blog\/index.php\/2022\/12\/15\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\/\" \/>\n<meta property=\"og:site_name\" content=\"mailinvest.blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/freelanceracademic\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-12-15T16:28:56+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mailinvest.blog\/wp-content\/uploads\/2022\/12\/Todd-Irwin-ClickZ-Article-Cover.png\" \/>\n\t<meta property=\"og:image:width\" content=\"768\" \/>\n\t<meta property=\"og:image:height\" content=\"270\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"admin@mailinvest.blog\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin@mailinvest.blog\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/12\\\/15\\\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/12\\\/15\\\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\\\/\"},\"author\":{\"name\":\"admin@mailinvest.blog\",\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/#\\\/schema\\\/person\\\/012701c4c204d4e4ebd34f926cfd31a4\"},\"headline\":\"De-Positioning: The brand strategy mastered by Apple and Starbucks\",\"datePublished\":\"2022-12-15T16:28:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/12\\\/15\\\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\\\/\"},\"wordCount\":1350,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/12\\\/15\\\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mailinvest.blog\\\/wp-content\\\/uploads\\\/2022\\\/12\\\/Todd-Irwin-ClickZ-Article-Cover.png\",\"articleSection\":[\"Tech Universe\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/12\\\/15\\\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/12\\\/15\\\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\\\/\",\"url\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/12\\\/15\\\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\\\/\",\"name\":\"De-Positioning: The brand strategy mastered by Apple and Starbucks - mailinvest.blog\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/12\\\/15\\\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/12\\\/15\\\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mailinvest.blog\\\/wp-content\\\/uploads\\\/2022\\\/12\\\/Todd-Irwin-ClickZ-Article-Cover.png\",\"datePublished\":\"2022-12-15T16:28:56+00:00\",\"description\":\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. Tons of people enjoy reading tech blogs on a daily basis.mailinvest.blog tracks all the latest consumer technology breakthroughs and shows you what's new, what matters and how technology can enrich your life. mailinvest.blog also provides the information, tools, and advice that helps when deciding what to buy.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/12\\\/15\\\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/12\\\/15\\\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/12\\\/15\\\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\\\/#primaryimage\",\"url\":\"https:\\\/\\\/mailinvest.blog\\\/wp-content\\\/uploads\\\/2022\\\/12\\\/Todd-Irwin-ClickZ-Article-Cover.png\",\"contentUrl\":\"https:\\\/\\\/mailinvest.blog\\\/wp-content\\\/uploads\\\/2022\\\/12\\\/Todd-Irwin-ClickZ-Article-Cover.png\",\"width\":768,\"height\":270},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/12\\\/15\\\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/mailinvest.blog\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"De-Positioning: The brand strategy mastered by Apple and Starbucks\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/#website\",\"url\":\"https:\\\/\\\/mailinvest.blog\\\/\",\"name\":\"mailinvest.blog\",\"description\":\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. Tons of people enjoy reading tech blogs on a daily basis. mailinvest.blog tracks all the latest consumer technology breakthroughs and shows you what&#039;s new, what matters and how technology can enrich your life. mailinvest.blog also provides the information, tools, and advice that helps when deciding what to buy.\",\"publisher\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/mailinvest.blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/#organization\",\"name\":\"mailinvest\",\"url\":\"https:\\\/\\\/mailinvest.blog\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/mailinvest.blog\\\/wp-content\\\/uploads\\\/2022\\\/01\\\/default.png\",\"contentUrl\":\"https:\\\/\\\/mailinvest.blog\\\/wp-content\\\/uploads\\\/2022\\\/01\\\/default.png\",\"width\":1000,\"height\":1000,\"caption\":\"mailinvest\"},\"image\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/freelanceracademic\\\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/#\\\/schema\\\/person\\\/012701c4c204d4e4ebd34f926cfd31a4\",\"name\":\"admin@mailinvest.blog\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/98ed217bd0f3d6a6dcae2d9b0c76e305b049a07275e315e1407e19ec8b08e139?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/98ed217bd0f3d6a6dcae2d9b0c76e305b049a07275e315e1407e19ec8b08e139?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/98ed217bd0f3d6a6dcae2d9b0c76e305b049a07275e315e1407e19ec8b08e139?s=96&d=mm&r=g\",\"caption\":\"admin@mailinvest.blog\"},\"sameAs\":[\"https:\\\/\\\/mailinvest.blog\",\"admin@mailinvest.blog\"],\"url\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/author\\\/adminmailinvest-blog\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"De-Positioning: The brand strategy mastered by Apple and Starbucks - mailinvest.blog","description":"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. Tons of people enjoy reading tech blogs on a daily basis.mailinvest.blog tracks all the latest consumer technology breakthroughs and shows you what's new, what matters and how technology can enrich your life. mailinvest.blog also provides the information, tools, and advice that helps when deciding what to buy.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/15\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\/","og_locale":"en_US","og_type":"article","og_title":"De-Positioning: The brand strategy mastered by Apple and Starbucks - mailinvest.blog","og_description":"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. Tons of people enjoy reading tech blogs on a daily basis.mailinvest.blog tracks all the latest consumer technology breakthroughs and shows you what's new, what matters and how technology can enrich your life. mailinvest.blog also provides the information, tools, and advice that helps when deciding what to buy.","og_url":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/15\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\/","og_site_name":"mailinvest.blog","article_publisher":"https:\/\/www.facebook.com\/freelanceracademic\/","article_published_time":"2022-12-15T16:28:56+00:00","og_image":[{"width":768,"height":270,"url":"https:\/\/mailinvest.blog\/wp-content\/uploads\/2022\/12\/Todd-Irwin-ClickZ-Article-Cover.png","type":"image\/png"}],"author":"admin@mailinvest.blog","twitter_card":"summary_large_image","twitter_misc":{"Written by":"admin@mailinvest.blog","Est. reading time":"7 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/15\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\/#article","isPartOf":{"@id":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/15\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\/"},"author":{"name":"admin@mailinvest.blog","@id":"https:\/\/mailinvest.blog\/#\/schema\/person\/012701c4c204d4e4ebd34f926cfd31a4"},"headline":"De-Positioning: The brand strategy mastered by Apple and Starbucks","datePublished":"2022-12-15T16:28:56+00:00","mainEntityOfPage":{"@id":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/15\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\/"},"wordCount":1350,"commentCount":0,"publisher":{"@id":"https:\/\/mailinvest.blog\/#organization"},"image":{"@id":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/15\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\/#primaryimage"},"thumbnailUrl":"https:\/\/mailinvest.blog\/wp-content\/uploads\/2022\/12\/Todd-Irwin-ClickZ-Article-Cover.png","articleSection":["Tech Universe"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/mailinvest.blog\/index.php\/2022\/12\/15\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/15\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\/","url":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/15\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\/","name":"De-Positioning: The brand strategy mastered by Apple and Starbucks - mailinvest.blog","isPartOf":{"@id":"https:\/\/mailinvest.blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/15\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\/#primaryimage"},"image":{"@id":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/15\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\/#primaryimage"},"thumbnailUrl":"https:\/\/mailinvest.blog\/wp-content\/uploads\/2022\/12\/Todd-Irwin-ClickZ-Article-Cover.png","datePublished":"2022-12-15T16:28:56+00:00","description":"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. Tons of people enjoy reading tech blogs on a daily basis.mailinvest.blog tracks all the latest consumer technology breakthroughs and shows you what's new, what matters and how technology can enrich your life. mailinvest.blog also provides the information, tools, and advice that helps when deciding what to buy.","breadcrumb":{"@id":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/15\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/mailinvest.blog\/index.php\/2022\/12\/15\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/15\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\/#primaryimage","url":"https:\/\/mailinvest.blog\/wp-content\/uploads\/2022\/12\/Todd-Irwin-ClickZ-Article-Cover.png","contentUrl":"https:\/\/mailinvest.blog\/wp-content\/uploads\/2022\/12\/Todd-Irwin-ClickZ-Article-Cover.png","width":768,"height":270},{"@type":"BreadcrumbList","@id":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/15\/de-positioning-the-brand-strategy-mastered-by-apple-and-starbucks\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/mailinvest.blog\/"},{"@type":"ListItem","position":2,"name":"De-Positioning: The brand strategy mastered by Apple and Starbucks"}]},{"@type":"WebSite","@id":"https:\/\/mailinvest.blog\/#website","url":"https:\/\/mailinvest.blog\/","name":"mailinvest.blog","description":"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. Tons of people enjoy reading tech blogs on a daily basis. mailinvest.blog tracks all the latest consumer technology breakthroughs and shows you what&#039;s new, what matters and how technology can enrich your life. mailinvest.blog also provides the information, tools, and advice that helps when deciding what to buy.","publisher":{"@id":"https:\/\/mailinvest.blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/mailinvest.blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/mailinvest.blog\/#organization","name":"mailinvest","url":"https:\/\/mailinvest.blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mailinvest.blog\/#\/schema\/logo\/image\/","url":"https:\/\/mailinvest.blog\/wp-content\/uploads\/2022\/01\/default.png","contentUrl":"https:\/\/mailinvest.blog\/wp-content\/uploads\/2022\/01\/default.png","width":1000,"height":1000,"caption":"mailinvest"},"image":{"@id":"https:\/\/mailinvest.blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/freelanceracademic\/"]},{"@type":"Person","@id":"https:\/\/mailinvest.blog\/#\/schema\/person\/012701c4c204d4e4ebd34f926cfd31a4","name":"admin@mailinvest.blog","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/98ed217bd0f3d6a6dcae2d9b0c76e305b049a07275e315e1407e19ec8b08e139?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/98ed217bd0f3d6a6dcae2d9b0c76e305b049a07275e315e1407e19ec8b08e139?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/98ed217bd0f3d6a6dcae2d9b0c76e305b049a07275e315e1407e19ec8b08e139?s=96&d=mm&r=g","caption":"admin@mailinvest.blog"},"sameAs":["https:\/\/mailinvest.blog","admin@mailinvest.blog"],"url":"https:\/\/mailinvest.blog\/index.php\/author\/adminmailinvest-blog\/"}]}},"_links":{"self":[{"href":"https:\/\/mailinvest.blog\/index.php\/wp-json\/wp\/v2\/posts\/23760","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mailinvest.blog\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mailinvest.blog\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mailinvest.blog\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mailinvest.blog\/index.php\/wp-json\/wp\/v2\/comments?post=23760"}],"version-history":[{"count":0,"href":"https:\/\/mailinvest.blog\/index.php\/wp-json\/wp\/v2\/posts\/23760\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mailinvest.blog\/index.php\/wp-json\/wp\/v2\/media\/23761"}],"wp:attachment":[{"href":"https:\/\/mailinvest.blog\/index.php\/wp-json\/wp\/v2\/media?parent=23760"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mailinvest.blog\/index.php\/wp-json\/wp\/v2\/categories?post=23760"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mailinvest.blog\/index.php\/wp-json\/wp\/v2\/tags?post=23760"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}