In-store product placement

This is smart and a great way to fight through the clutter.   

The Reasoning: positioning yourself against substitutes instead of direct competitors communicates a differentiated value proposition. Seems pretty intuitive.  The truth is most brands aren't differentiated in the eyes of their customer and that's why customers shop on price. Actually, most agencies aren't differentiated to clients and that's also why they shop on price.

Who are your substitutes?  And, how will you position your brand against them to make a meaningful connection with your customer?

Seen on Drew's Marketing Minute