From Fortune 500 to bankrupt? Prevent your brand from experiencing the next Blokker moment with the AI brand positioning quickscan

Want to prevent your brand from becoming obsolete? In a rapidly changing market, it is crucial to constantly test your positioning. Too many organizations stick to a one-time strategy, while competitors continue to innovate. The question is: how do you ensure that your brand remains relevant and retains a unique place in the market?

What Blokker, Nokia and Blockbuster can teach you about failure

Success today does not mean you will still be relevant tomorrow. Companies like Blokker, Nokia and Blockbuster were once highly regarded, but lost market share because they may not have kept a sharp enough eye on the market and their competitors. Blokker stuck to an outdated store format and missed the connection with online retail, eventually leading to their bankruptcy in November 2024. Nokia underestimated the rise of smartphones and lost its dominant position as a result. Blockbuster did not respond adequately to digital developments in the industry, which many analysts see as a major reason for their downfall. Their biggest mistake? Sticking to an outdated positioning for too long.

Don't want to make the same mistake? Then a regular positioning check is essential.

Is your brand still distinctive enough? Time for a check!

Markets change rapidly. What works today may be obsolete tomorrow. That's why it's crucial to keep your brand under constant scrutiny. A strong positioning ensures that you remain recognizable and attractive to your target audience. But how do you know if you are still on the right track?

With a structured analysis, you can quickly discover where you stand and where opportunities lie. AI-driven competitive comparisons, value curve (value proposition) mapping and strategic workshops help you keep your brand sharp and stay ahead.

Step 1: Get a clear picture of your brand landscape.

Start with a thorough analysis of your brand and competitors. Use the value curve to visualize how your brand scores on important pillars compared to the rest of the market. This way you can immediately see where you excel and where you miss opportunities.

Smart strategies to strengthen your positioning:

• AI-driven analytics collect and compare market data so you base decisions on facts, not assumptions.
• Competitive research shows how others are positioning themselves and where their strengths and weaknesses lie.
• Survey feedback gives immediate insight into how your target audience perceives your brand (and your competitors).

This approach gives you a clear, objective and strategically based picture of your position in the market. No guesswork, but concrete tools to strengthen your brand and stay ahead.

Step 2: Develop a sharp value curve

With the collected data you can determine where your brand stands out and which aspects need further development.

Focus on:

• Values that are crucial to your target audience: Identify what your customers really care about.
• Values where competitors are gaining ground: Recognize areas where competitors are getting stronger and determine how to respond.
• Strengths of your brand: Optimize elements in which you already excel to claim a unique position.

This analysis leads to a clear positioning strategy that is both distinctive and relevant.

Step 3: Make strategic choices

Based on the insights from the value curve, determine in which aspects you want to dominate and differentiate. This may mean building on certain features of your brand or reducing elements that add little value.

The focus is on:

• Choosing what you want to excel at
• Determining which features are less important
• Formulating a clear and consistent brand positioning

Working structurally on your brand positioning and continuously monitoring it will keep your brand relevant and competitive. This approach not only helps to strengthen your current market position, but also to discover new growth opportunities.

Want to prevent your brand from becoming the next Blokker, Nokia or Blockbuster? Start today with a smart AI brand position quickscan and stay one step ahead of the competition!