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