What is transformational positioning?

A transformational positioning is a fundamental concept for positioning, developed by Floor and van Raaij. A transformational positioning focuses on how the brand enables a certain lifestyle or way of living.

This basic concept is also called the ‘lifestyle’ positioning because the brand is connected to (enabling) the desired lifestyle or way of living of the target audience.

A brand with a successful transformational positioning can expect a higher margin or market share because it connects so deeply with the desires and identity of the target audience.

The downside of a transformational positioning is that its success is determined by the degree of authenticity. If your brand and organization merely pretend to tell a story, the target audience will see right through it and ignore it.

The transformational 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 less practical when developing a new positioning. Therefore, be sure to read more about functional positioning and other types of positioning that you can use as a basic concept for your positioning.