What is informational positioning?

An informational positioning is a basic concept for positioning and was developed by Floor and van Raaij. An informational positioning explains how a product or service solves a specific problem.

This basic concept is based on information and facts. The informational positioning links the features of your product or service to the solution the target audience is looking for. Therefore, we also call the informational positioning the ‘problem solver’. The Witte Reus slogan “Washes a mountain, costs a little” is a classic example of this.

A brand with a successful informational positioning quickly becomes inseparably linked to (the solution of) a problem due to its focus and simplicity. The target audience no longer has to think about a choice.

The downside of informational positioning is that many purchasing decisions, especially in B2B, involve longer consideration. This simple positioning concept then loses out because the customer realizes that there is not just one solution to the problem. Witte Reus loses when the customer wonders: all detergents clean, but does it also smell nice?

The informational 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 informational positioning and other types of positioning that you can use as a basic concept for your positioning.

We also call an informational positioning the ‘problem solver’. Your product or service is essential for solving a problem, and you build the positioning around that.