Thursday November 26, 2020
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Tousif Jamal

Think of your best friend.Think of why you like him; think of what you dislike about him. As humans, we are programmed to make friends and foes because of the intangible characteristics that we all possess. We do not just automatically like a person because of how their name is spelt. We like them because of what they stand for and for their positive attributes. And the more unique their attributes are, the more likely we will be inclined to liking them.

When I look at my best friend, I see a unique human being in front of me. He is anexpert on sports, food, travelling, religion and movies. He’s passionate about paper art and cycling, and he dreams of marrying a doctor from Chittagong- which he has successfully accomplished quite recently. My best friend has a strong positioning,he’s unique; he stands out amongst 7 billion people on this planet.

Brands, are like humans too. We love brands not because of how they are spelt (or pronounced), but ‘cause of what they stand for (and sometimes what they do not stand for). So how do you know what your brand stands for? 

Whether fortune favours your or not, that is, however, what the consumer/shopper/customer decides.

One example that I would like to highlight here is that of Chaka, a fabric wash brand from the house of Square (expect the same Square quality). How can a fabric wash brand, with low market share in a highly competitive category, position itself in a unique way? What can a fabric wash brand possibly stand for that can differentiate it from the other brands?

In 2013, Chaka had a massive re-launch during Eidul-Fitr. It was an amazing campaign, truly flawless.

Enter Barsha, the protagonist who gives dirt 'ShoronkalerShrestoDholai', and makes Chaka stand out.

Chaka has dirt fighters that makes your washing experience enjoyable and hands you the power to give that dirty cloth 'ShoronkalerShrestoDholai'. It was a brilliant positioning, something which Chaka can hold onto for years! 

In academic textbooks, we read a lot about the 4P/6P/7P. But in reality, there are only 2Ps– positioning and the product itself. Without a great product that addresses a specific need for the consumer, positioning will not be effective.

A last thought for the day. Think of why you would chose to buy a pair of Nike over Bata from the same store in Bashundhara City, knowing that you will need to pay 5 times more and knowing that they are just shoes. Give it a thought. 

Tousif Jamal is a Stay at Home Dad based in the Netherlands. His primary responsibility is answering intriguing questions on life from his 2 year old daughter. And when she is asleep, he helps start ups in Bangladesh scale. 

You can know more about him here

July 02, 2016
About Author

Tousif Jamal is a Management Consultant based in the Netherlands. He helps startups in Bangladesh expand their business in the European market. He may reached at

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