positioning

According to conventional wisdom, the positioning options available
to fish are as follows:

• Big fish in small pond
• Small fish in big pond

We are not aware of any repositioning mechanisms available to fish who cannot breathe air and walk.

Panel A
Water-bound fish have the theoretical option of being a big fish in a small pond or a small fish in a big pond. There are significant practical difficulties with any repositioning.

Panel B
Air-breathing amphibious mudskippers can position themselves in any size of pond they choose; they can also hunt on land, placing them at a significant competitive advantage.

Mudskipper understands that positioning, whether of a business like ours or your developing pharmaceutical brand, is a dynamic process.

The ‘where’ and ‘why’ have to be accompanied by ‘how’ and ‘when’ if a positioning strategy is to be of any value. And great communications concepts,
like fish, should have legs.