Mark | GCMO

The 5 Ps of Modern Positioning

The 5 Ps of Modern Positioning

—

by

Mark Gabrielli
in

The 5 Ps of Modern Positioning | #MarkCMO

The 5 Ps of Modern Positioning

The 5 Ps of Modern Positioning

Forget everything you learned in Marketing 101. The 5 Ps of Modern Positioning aren’t about product, price, or place—they’re about power, perception, and playing to win. If your brand still thinks positioning is a tagline exercise, it’s time for a strategic intervention. This article breaks down the new rules of brand relevance, with a CMO’s edge and a strategist’s brain.

Welcome to the Positioning Renaissance

Let’s get one thing straight: Positioning is not a PowerPoint slide. It’s not a dusty framework from the 1980s. And it sure as hell isn’t a “mission statement” buried on your About page. Positioning is war. It’s the battle for the mind of your customer—and most brands are losing it because they’re still playing by the old rules.

In a world where attention is currency and differentiation is survival, your positioning strategy is either your sharpest weapon or your slowest death. The 5 Ps of Modern Positioning are here to change that.

The 5 Ps of Modern Positioning

  • Perception: Own the narrative or be owned by it.
  • Promise: Say something bold—and back it up.
  • Proof: Show receipts. No one buys vaporware.
  • Personality: Be a brand people want to hang out with.
  • Power: Play to win, not to participate.

1. Perception: The Battlefield of the Mind

Perception isn’t reality—it’s more powerful than reality. If your audience thinks you’re the best, you are. If they think you’re irrelevant, you are. Welcome to the Matrix.

Modern positioning starts with understanding how your brand is perceived in the wild. Not in your boardroom. Not in your brand book. In the real world—on Reddit threads, Glassdoor reviews, and TikTok comments.

How to Own Your Perception

  • Audit your digital footprint. What’s the first impression you’re making on Google?
  • Use social listening tools to track sentiment and identify perception gaps.
  • Control the narrative by creating content that reframes the conversation.

Brand perception audit is not optional—it’s your starting line.

2. Promise: Say Something Worth Believing

Most brand promises are as exciting as a beige wall. “We deliver value.” “We care about customers.” Yawn. A real promise is a line in the sand. It’s bold, specific, and a little dangerous.

Think of Domino’s 30-minute delivery. Or FedEx’s overnight guarantee. These weren’t just slogans—they were operational commitments that redefined categories.

Crafting a Modern Brand Promise

  • Make it measurable. “Fastest,” “cheapest,” “most secure”—pick your hill to die on.
  • Make it emotional. People buy with their hearts, not their spreadsheets.
  • Make it polarizing. If everyone likes it, it’s probably forgettable.

Your promise should make your competitors sweat. If it doesn’t, rewrite it.

3. Proof: Show Me the Damn Evidence

In the age of AI-generated everything, trust is the new scarcity. Your audience has been burned before. They’ve seen the hype. They want proof.

Modern positioning demands receipts. Case studies. Screenshots. Customer testimonials that don’t sound like they were written by ChatGPT on a sugar high.

Proof Points That Actually Work

If your brand can’t prove it, don’t promise it. And if you can prove it, shout it from the rooftops.

4. Personality: Brands Are People, Too

In a sea of sameness, personality is your unfair advantage. People don’t fall in love with features—they fall in love with brands that feel human.

Modern positioning means showing up with a voice, a vibe, and a point of view. Think Wendy’s Twitter. Think Duolingo’s TikTok owl. These brands aren’t just selling—they’re entertaining, engaging, and building cult followings.

Injecting Personality Into Your Brand

  • Define your brand

Comments

Leave a Reply

Your email address will not be published. Required fields are marked *