Brand Strategy
Laddering
A method to move from product features to emotional benefits.
What it is:
Laddering is a competitive positioning technique that helps you highlight a strength of your brand while subtly exposing a competitor’s weakness. By focusing on a trait you’re proud of—and one that customers care about—you create an implicit contrast.
For example, VRBO positions itself as offering ‘whole homes’ and avoiding awkward interactions with a host. They don’t mention Airbnb directly, but the comparison is clear. VRBO even uses Nick Saban as a spokesperson to emphasize reliability, control, and comfort—traits that call into question the unpredictability of Airbnb-style stays.
This technique is especially effective when you want to de-position a market leader without directly attacking them. It’s not about tearing others down—it’s about climbing up your own ladder.
Use it when:
- Developing ad messaging
- Writing sales copy
- Building customer personas
Why it works:
- Uncovers emotional drivers
- Strengthens storytelling
- Makes messaging more persuasive
Need help climbing the ladder?