7 B2B Marketing Lessons from the Positioning of Mercedes-Benz

The Mercedes-Benz brand is one of the strongest brands in the world. In terms of brand value, they still outshine their direct competitors Audi and BMW! Why is this? You probably have your own perception, but ask your neighbor the same question and they will likely give a completely different answer. And that is exactly what makes this brand so special – it means something different to everyone. But how did the brand become what it is, which central elements do we recognize, and what does the brand itself think about it? We discuss the positioning of Mercedes-Benz and focus on the topics that enable you to apply this to your B2B organization.

The first line in Daimler’s annual report – the owner of Mercedes-Benz – reads: ‘We invented the automobile – and now we are passionately shaping its future.’ There were 48 years between Karl Benz’s invention of the automobile and the founding of Mercedes-Benz together with Daimler Motoren Gesellschaft, but the company has had and continues to have a crucial role in the evolution of the car. Flip back to the 2009 annual report and you will find the same first sentence – a sign of a conservative company or one with a crystal-clear view of their positioning? We are convinced of the latter, and this is underlined by both the financial performance and product-level achievements.

Mercedes-Benz is perhaps the best example of successful positioning for us. The company has not only aligned its positioning with its (market) environment and future vision but has also made its raison d’être a central pillar. The result is a story that gets to the core in a few minutes and from which all behavior can be derived. We developed the first car, we are the first to make essential discoveries, we deliver the best products to customers who expect the best. It is hard to come away from this story with any other idea than: number 1. And that is exactly the positioning Mercedes-Benz pursues.

How does this translate into the company’s market interaction? In 2007, the company announced a new brand identity for the first time in 18 years around the slogan ‘the star always shines from above’. A message that connects to the brand’s market and product leadership and is directly translated into all expressions. Customer experience? The American head of marketing puts it this way: “When you own a Mercedes, you’ve arrived.” None of this is by chance; the brand’s positioning is central to everything it does. Mercedes-Benz’s view on positioning:

“a strong brand not only has compelling products but also distinguishes itself through a presence and positioning that are immediately and unmistakably recognizable – wherever, whenever, and on whatever medium.”

What can you take from the success story of one of the most valuable brands in the world? When you start working on the positioning of your B2B organization, you should pay attention to the following 7 points:

1. Pay attention to the origin and history of your brand. Where does it come from, what is its raison d’être, and what influence does this have on who you are today?
2. What is your vision of the market and future. What does this mean for your organization and what behavior does this require now?
3. Which story best tells how we as a brand stand and have stood in the world? Can I tell this story in 5 minutes and will people understand us then?
4. What behavior belongs to a brand that tells this story. Does this match the behavior our people currently show? Why not? (Is this difference too big? Then first find out why.)
5. What position does the company logically take in the market that fits this story? And do we actually do that?
6. Which marketing activities fit that story? (Mercedes-Benz stopped sponsoring tennis and instead focused on golf to be even closer to its target group. People who’ve arrived are often in their 50s and play golf, after all.)
7. What message is central in all communication? Mercedes-Benz shapes the future of the automotive industry, and sustainability is part of that. Not the other way around.

If you pay attention to these points, you will arrive at a positioning, story, message, and behavior that fits your brand or organization. Whether you are a market leader and inventor or a challenger competing on production costs, if everything is aligned, the market can clearly explain why they are your customer and not the competition’s.

Want to know more about positioning and how you can get started yourself? Read our page positioning and find there, besides in-depth articles, dozens of examples and models for every possible positioning challenge.