Why you need a differentiated positioning in the Age of AI

In today's increasingly AI-driven world, it is more important than ever to get people to talk about you. As we increasingly rely on AI for searching ideas and recommendations, advocacy becomes an even more critical marketing goal, and for that, people need help. What would they say, talk about, or post about your brand, product or service? The answer to that will drive what the machines recommend to the next searcher. Which is why a differentiated positioning is more important than ever.

A brilliant example is Elizabeth Street in London. The team at Grosvenor Estate behind it didn't just redevelop a street; they leaned into a point of difference to give it a powerful, distinct identity: "The prettiest street in London." The incredible flower displays make that promise real, and suddenly a street has its point of difference and customer benefit.

Instagram-hungry visitors have a reason to visit among all the other more famous destinations fighting for their precious time, and then to share the photo online, which is precisely what the data-hungry AI machines need to recommend that destination to the next visitor.

Living the positioning

The retailers on Elizabeth Street are active participants and integrated into the value proposition

This is a masterclass in how a clear, unique position delivers the double duty benefits of first creating a customer and then securing the next.

What's the one thing that makes your business worth advocating for?