Behind every leading brand—whether it’s the technological sophistication of Apple, the innovative engineering of Tesla, or the athletic prestige of Nike—lies a powerful strategy of market positioning. This importance on positioning is championed by the strategic minds behind Screws + Stilettos, Courtney and Kelly, and is a key component in their marketing consultancy. Their insights enable companies to carve out their niche in their industry, ensuring their brand not only enters the market but sets the standard.
The co-founding sisters’ approach to market positioning is deeply integrated with their philosophy of empowering business leaders to act as their own CMOs. With over three decades of combined experience in the digital marketing realm, these co-founding sisters have developed a keen insight into the dynamics of various markets and consumer behavior.
The essence of effective market positioning, as taught by Courtney and Kelly, revolves around understanding where the brand currently stands in the competitive landscape and identifying the unique traits that differentiate the business offering. It’s also about defining how business leaders want their target audience to perceive their brand on the different parameters that businesses compete on.
Take, for instance, the fiercely competitive fast-food industry, where brands like McDonald’s and Burger King vie for consumer attention. McDonald’s positions itself as a provider of consistent, quick, and affordable meals, catering to families and individuals looking for convenience. The brand emphasizes its global presence and standardized menu, which reassures customers that they can expect the same quality and service no matter where they are in the world.
On the other hand, Burger King markets itself with a strong focus on product customization, under the slogan “Have it your way”. This positioning appeals to a slightly different customer segment that values individuality and control over their dining experience. Burger King uses this angle to differentiate itself from McDonald’s, highlighting the personal touch customers can expect when they order.
Both companies operate in the same industry and serve fast food, but their market positioning strategies draw distinct lines between them, appealing to different consumer needs and preferences. McDonald’s emphasizes speed and reliability, while Burger King champions personal choice and customization. This clear distinction helps each brand solidify its place in the market, attract its specific target audience, and compete successfully on its own terms.
Understanding the competitive dynamics between brands like McDonald’s and Burger King demonstrates the power of strategic market positioning. This principle, vital for any business seeking to establish a robust presence in its industry, is at the heart of what Courtney and Kelly teach through their consultancy.
Their flagship program, “Market Like a CMO”, is an extension of their expertise in market positioning, crafted to provide business leaders with the tools and insights necessary to become the CMOs of their own businesses. This comprehensive course includes over 100 modules that cover a wide range of topic, such as market positioning, along with specific topics like Google and Meta advertising. “Market Like a CMO” is an opportunity for business leaders to not just understand but actively shape their market positioning and overall marketing strategy.
For business leaders ready to transform their approach to market positioning and enhance their overall marketing strategy, the first step towards change could be just a conversation away. Courtney and Kelly are offering a Free 20-minute Solutions Consultation Call to explore the personalized impact that the “Market Like a CMO” program could have for business leaders. This initial consultation provides a platform to discuss unique challenges and goals in market positioning, offering insights into how the “Market Like a CMO” program can help sharpen a competitive edge.
Effective market positioning is a multifaceted and dynamic process that requires a deep understanding of both the competitive landscape and the ever-evolving consumer expectations. With Courtney Hurley and Kelly Evans at the helm, Screws + Stilettos stands as a beacon for business leaders looking to redefine their space in the market. Their expert guidance illuminates the path to identifying distinct market niches and aligning product offerings with consumer desires, ensuring that every strategic move is both impactful and aligned with overarching business objectives.
Published by: Nelly Chavez
