What is a two-sided positioning?

A two-sided positioning is a basic concept for positioning and was developed by Floor and van Raaij. A two-sided positioning connects the characteristics of a brand with the values pursued by the target audience by explaining how it solves the problem x so that lifestyle y becomes possible.

This basic concept combines transformational and informational positioning and thus links brand characteristics with the values of the target audience.

A brand with a successful two-sided positioning takes a strong stance against its competitors because it both solves a problem and seeks connection with the values of the target audience. This makes a brand more agile and provides ample room for diverse marketing and communication.

The two-sided positioning was developed by Floor and van Raaij and is explained by them in their book. Merkelijkheid usually finds the positioning basic concepts of Floor and Van Raaij too abstract and of less practical use when developing a new positioning. Therefore, be sure to read more about two-sided positioning and other types of positioning that you can use as a basic concept for your positioning.