Peter Drucker famously said, “Culture eats strategy for breakfast,” emphasizing that while organizational culture is paramount, strategy is still crucial. My friend Dino Cortopassi, a master strategist, believed that a strong strategy could take you to the moon—even if your tactics were just so-so. His business success with Stanislaus Food Products is a testament to the importance of strategy, especially when it comes to positioning.
When Dino was looking to expand his company’s reach, he came across the book Positioning: The Battle for Your Mind by Jack Trout and Al Ries. The book introduced him to the idea of creating a unique category in customers’ minds. Dino had a superior product—high-quality tomato sauce—but he needed something more to position his brand as the go-to for Italian restaurants.
Trout and Ries convinced Dino to embrace the authenticity of his Italian heritage. They suggested positioning Stanislaus as “The Real Italian Tomato Company,” leveraging the public’s association of Italians with quality tomato products. However, Dino’s company name was Stanislaus, which didn’t sound Italian at all. Initially resistant to changing the name, Dino agreed to a compromise: explaining the Polish-sounding name while emphasizing the brand’s Italian roots.
This strategic positioning proved to be one of the best decisions Dino made. His ads and brand messaging told the story of Italian heritage while embracing the unique name, creating a compelling narrative that resonated with customers. It didn’t matter that the name wasn’t Italian—what mattered was that the brand conveyed authenticity and quality.
The result? Dino’s strategy of positioning Stanislaus as “The Real Italian Tomato Company with the Polish Name” helped the company grow exponentially. By finding a unique hole in the marketplace and filling it, Dino turned Stanislaus into a beloved brand that customers trusted and advocated for.
The lesson here is clear: Positioning is about owning a unique space in your audience’s mind. Whether you’re running a nonprofit, a campaign, or a business, identifying what sets you apart and leaning into that differentiation can propel you to success.
