RESTAURANT STRATEGY11 Touko 2020

First, Last, Best, Most, Only

#61 - First, Last, Best, Most, Only

On last week's episode we began discussing the idea of Positioning... a key concept that marketers use to introduce consumers to a new idea or product. On today's episode we're going to build on that by exploring these 5 words: First, Last, Best, Most, Only.

What do they have in common? They're words used to position a brand at the edges. It's about going to the extremes, and the key to its success is that only one brand can claim a given word. In many ways, it's about exclusivity. There can be only one Harvard, only one Corvette, only one Alinea. It immediately sets a company apart within their particular category.

Think of how marketers use these words either explicitly or implicitly in their communications.

- The iPhone was the FIRST device of its kind, ushering in a new era for devices we came to refer to as smartphones.
- 2018 was the LAST time you could see Elton John play live, as he traveled the world on his farewell tour.
- Southwest Airlines is consistently rated BEST in customer service.
- Facebook has the MOST users of any social network.
- HBO is the ONLY place where you can see "Game of Thrones."

By identifying which of these positions you can adopt (or which ones you already own), you can identify key ways to attract new audiences.

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