Download Market Report

The Genius Brand Positioning Strategy of no name

The Genius Brand Positioning Strategy of no name
May 15, 2021
The Genius Brand Positioning Strategy of no name

“They found a new, untapped market. Where others were fighting in red oceans, this brand developed a blue ocean for itself.”

A brand entering a highly competitive market will have little hope of success, no matter how amazing the product or service. However, this brand did something different. They developed a brand new, untapped market. Where others were fighting in red oceans, this brand constructed a brand new blue ocean of its own.

The brand we’re talking about is no name, a discount private label brand under Loblaw Companies, Canada. It sells groceries, household items and recently started a taxi service as well. With almost 40 years in the industry, the brand is known for its satirical packaging, such as “not an empty can” for evaporated milk or “can be tied slowly” for quick-tie garbage bags.

Uwe Stueckmann, SVP, marketing at Loblaw, says the style of packaging and advertising gives a glimpse into the minimalist culture of no name, as well as emphasizing its “No Frills” approach of producing less expensive products with no additives, synthetic colors, or artificial flavors. This attracted a cult following who love what the brand does and it’s a minimal approach to everything.

Sobeys, Metro Inc, and so on are the most well-known grocery and household chains in Canada. no name stands out among the competition, since it created a new market for itself. It all relied on their Brand Positioning. As Ted Morgan best said, “positioning is like finding a seat on a crowded bus”. Most brands get inside a crowded bus(market) and end up sitting on top of each other. But no name went inside, walked up to the top deck, found an empty seat, painted it yellow, and now no one can sit there.

History admits first to market never made it. It was first to mind that did

Altair 8800 was the first personal computer that hit the market in 1974. But the brand never succeeded and was discontinued after just a few years. Many factors such as difficult names, complicated use and more were responsible for the product’s failure. Then in 1976, Apple launched its Apple 1 Desktop PC. It came pre-assembled, ready to use, in a neat plastic case, and with color graphics, the first of its kind. But most importantly, it came with an iconic brand identity. It was and still is first to mind.

What made some brands come first to the mind?

When brands come first to mind, it means they have a high TOMA rating or Top-of-Mind-Awareness. If the TOMA rating is high, the brand comes first to the mind of a consumer when he/she thinks of a particular industry.

Fast food — McDonald’s

Smartphones — Apple

Athletics Shoe wear — Nike

Coffee chain — Starbucks.

These brands come first to the mind and hence they have a high TOMA rating. The reason is that they created a new market for themselves. Where competitor brands were promoting the USPs of their products and services, these brands believed in something and targeted people who resonated with their belief:

McDonald — They understand their customers want quick service and quality standards. That’s what they strive to deliver

Apple — The brand believes that with passion, people can do great things. So their target customers are those who have the passion and the will to do great things.

Nike — They want you to believe you can do it, no matter what. Their market is people who have the drive and aspiration to become amazing athletes.

Starbucks — Coffee is a luxury item. Starbucks made it affordable for enthusiastic individuals who relish the prestige of coffee tasting.

no name — They stand for one thing: Simplicity. They are straightforward with their marketing and packaging. In a world filled with advertising noise, no name adverts come out as a sigh of relief.

Conclusion

What can be learned from high TOMA-rated brands is that if you can’t be first in the market, then the best successful option you have is to become the first in the mind.

Insights
The Cakes & Gifts Retailing Market in Kuwait - Local Insights
In this article, we examine the cakes and gifts market in Kuwait, consumer behavior, and what aspects businesses should keep in mind in order to succeed in the marketplace.
October 15, 2022
Kuwaiti Farmers Suffer as the Market is Unable to Meet Their Needs
For most nations, a badly developed agriculture sector would be a serious concern. Kuwait, in comparison, may avoid such hazards due to its small population, higher national income, and diverse food supply chain.Poixel conducted market research to look at the key developments in Kuwait’s farming industry and how it impacts the supply chain
October 4, 2022
Construction Market in Kuwait Hits Hard, Recovery Difficult
The construction industry has clearly seen ups and downs in recent years as a result of a variety of socioeconomic and economic issues. The construction sector is in decline, with various contractors feeling pessimistic about the overall economy due to rising costs, a labor shortage, and excess demand that cannot be met.
October 3, 2022
Jarir Bookstore's Customer-First Policy Lends Top Market Position In Kuwait
Poixel finds through its market research in Kuwait that the arts industry has gone through several phases. This article looks into how consumer behavior has evolved from COVID-19 and how Jarir bookstore is the market leader in the arts and stationery industry in Kuwait
October 1, 2022
Stationary and School Supplies Market in Kuwait
in 2022, brands are seen running “Back-To-School” offers and marketing campaigns to further bring in customers. The article highlights how businesses can approach the industry to move forward in the future with sales now returning to normal.
September 7, 2022
How Heavy Equipment Is Rented Out: Insights from Contractors in Kuwait
We initiated a market research study by interviewing five experts in the top managerial positions in construction and contracting companies in Kuwait. This article looks at what the contracting companies look for when renting out heavy equipment, and the problems they face in the same
January 14, 2022
The Reason Harley Davidson has an iconic Brand Identity
Few companies succeed in building brands that eventually become cultural icons in our society and achieve iconic status. A brand can be forgiven for lower product quality when compared to competitor products if its brand story and identity resonate with its target audience.
December 5, 2021
One Change in Apple’s Marketing Message Increased Brand Loyalty.
Remember: It’s not important to use these in a step-by-step order. Some elements might not exist in your case. Take this as a guideline for your next marketing message. See which element applies to you and go for it.
November 19, 2021
The Cakes & Gifts Retailing Market in Kuwait - Local Insights
In this article, we examine the cakes and gifts market in Kuwait, consumer behavior, and what aspects businesses should keep in mind in order to succeed in the marketplace.
October 15, 2022
Kuwaiti Farmers Suffer as the Market is Unable to Meet Their Needs
For most nations, a badly developed agriculture sector would be a serious concern. Kuwait, in comparison, may avoid such hazards due to its small population, higher national income, and diverse food supply chain.Poixel conducted market research to look at the key developments in Kuwait’s farming industry and how it impacts the supply chain
October 4, 2022
Construction Market in Kuwait Hits Hard, Recovery Difficult
The construction industry has clearly seen ups and downs in recent years as a result of a variety of socioeconomic and economic issues. The construction sector is in decline, with various contractors feeling pessimistic about the overall economy due to rising costs, a labor shortage, and excess demand that cannot be met.
October 3, 2022
Jarir Bookstore's Customer-First Policy Lends Top Market Position In Kuwait
Poixel finds through its market research in Kuwait that the arts industry has gone through several phases. This article looks into how consumer behavior has evolved from COVID-19 and how Jarir bookstore is the market leader in the arts and stationery industry in Kuwait
October 1, 2022
Stationary and School Supplies Market in Kuwait
in 2022, brands are seen running “Back-To-School” offers and marketing campaigns to further bring in customers. The article highlights how businesses can approach the industry to move forward in the future with sales now returning to normal.
September 7, 2022
How Heavy Equipment Is Rented Out: Insights from Contractors in Kuwait
We initiated a market research study by interviewing five experts in the top managerial positions in construction and contracting companies in Kuwait. This article looks at what the contracting companies look for when renting out heavy equipment, and the problems they face in the same
January 14, 2022
BOPIS: The Game-Changing Retail Experience in Kuwait
Buy Online Pick Up in Store (BOPIS) refers to a service that enables customers to make online purchases and pick up their orders in-store. There are various options for picking up the order, including using BOPIS retail lockers, curbside pickup, or designated pickup locations.
October 6, 2021
Why Mr Baker owns a large slice of the cake market in Kuwait
From our marketing research, we find that Mr Baker has become the market leader in the cakes industry. In this article, we examine what are the reasons for its success, and what can other brands learn from it.
October 4, 2021
Kuwait's Used Cars Market: What Car Buyers Want And Why
As of 2021, the automobile sector will likely serve 1.8 million people. This article seeks to give readers a general understanding of the used car market in Kuwait and consumer preferences related to it, so brands can develop a proper marketing strategy and build a unique offering for the market. 
September 25, 2021
The Developments in Kuwait’s Automobile Market
Poixel’s market report seeks to provide a thorough analysis of the Kuwaiti automotive market by identifying the major players, their business models, and the market overview, from our survey data, in-field interviews, and data analysis.
August 15, 2021
The 5 Industries In Kuwait Most Ready For Curbside Pickup
Rerum eveniet et et quas voluptas aut sed distinctio. Quod at quia aut itaque aut nihil quaerat officiis. Temporibus beatae repellat sit dolor
August 2, 2021
The Floral Gifting Market Analysis of Kuwait - Consumer Insights
Poixel interviewed flower shops in Kuwait to understand their business strategy and consumer behavior. This article looks at consumer behavior regarding buying flowers and gifts and how flower shops manage their supply chain.
July 12, 2021
The Changing Consumer Trends in The MENA Region in 2021
PWC conducted market research in the Middle East, surveying 500 individuals to assess how their behavior adapted to the new environment. We analyzed the data from market research agencies to explain the changes in consumer behavior in three domains.
May 2, 2021
The Disruptive Technology of the Future and Why You Should Consider It
The possibilities of AR tech being integrated within businesses are endless. For consumers, it can virtually replicate the shopping experience of going to a physical store while also removing many obstacles related to it.
April 11, 2021
Request a project
Close
Exit