Maxi‐Niching the Way to a Strong Brand: Positioning According to Systemic Dynamics

Given today's strong emphasis on segmentation and niche marketing, we often overlook the value of broad approaches to our served markets. Ann Keely feels that the buying process can sometimes create a number of opportunities for customers to consider purchasing a brand. In this article, she describes the concept of maxi-niching and shows how it can increase the odds that customers will select a particular brand. In its broadest sense, the process of maxi-niching involves developing perfect products. More realistically, it focuses on maximizing the number and diversity of strengths in the brand's profile. Thus, the brand occupies a varied collection of preference niches, increasing its odds of selection and tipping chance to its advantage.