I may be biased because she’s a Philly girl like me, but Pink has always held a special place in my heart … and my brand positioning strategies.

Say wha?

Stick with me, I’ll explain.

At the turn of the millennium, there was a trifecta of rivaling pop-princesses dominating the airwaves in the aftermath of the boy band era:

  • Britney Spears: America’s virginity-vowing sweetheart with Lolita-type performances.
  • Christina Aguilera: The good-girl-gone-bad with an amazing voice.
  • Jessica Simpson: The talented, religious girl who strove for popularity but could get the top spot.

The common concept that threaded all of their hits together? Girls obsessing over boys. (Stupid girls.)

And then came along P!nk.

With a brightly hued pixie cut and songs like “There You Go” and “Some Girls”, Pink was kicking ass as the confident girl who could care less about pleasing boys and cared more for self-actualization.

Of course, that meant she contrasted against the pop-princesses as the troublemaker; the butchy chick that would beat everyone up.

And she did…

Out of Myself, Britney, and Christina- didn’t everyone think I was gonna be the troublemaker? LOOK MA!!! No CUFFS!!!

— P!nk (@Pink) March 1, 2011

Unlike the other pop divas, Pink is the only one that hasn’t faltered on her hit-making potential… + the one you can learn some positioning secrets from!

The P!nk Principle

The crucial mistake that many start-ups make when marketing your business is that you’re pulling a Jessica. You try to dominate an overcrowded market by going up against the bigger, established stars of your industry.

The Pink Principle works by finding an opening in an over-saturated industry and then positioning your brand to fill the gap.

Think about it like this…

  • Britney, Christina, and Jessica were attracting fans that valued popularity and being attractive.
  • Pink attracted fans that valued self-reliance and confidence.

She found the void in within her genre positioned her brand to speak to them. And while her style shifted throughout her career between pop, R&B, and rock, her positioning has remained the same.

Principles are great to talk about but they don’t do anything for you until you implement them.

Next Steps:

  1. Research your industry. Create an excel spreadsheet to keep track of the key players within your industry – who do they serve? What do they talk about? What type of experience are they providing? What are their brand messages?
  2. Determine the voids. In your spreadsheet, make note of potential areas where you can differentiate your brand. What parts of your industry are being neglected? Is there a niche market that you can serve? A sub topic that isn’t being covered? An attitude or personality that is different but genuine to your brand?
  3. Position to meet their needs. The final step takes the most guts but has the most reward potential – position yourself to fill the gaps. The key is to do this in a way that resonates with your audience. How can you create a brand experience around your positioning that is different from your competitors?

Your Turn.

How will you use the Pink Principle in your brand positioning? What other brands (or artists) have you seen go against trends to dominate their industry? Leave me a comment with your insights and stories below.