STANCE worked with Mecommi to deliver a full STANCE (story and positioning) and a cool fundraising video! The video would be done on a budget with handy filming from yours truly, STANCE founder, Simon Dean, and editing from friend of STANCE, Matt Macgilligan.
Born and raised in lockdown, Mecommi is on a mission to bring eco-consumption to the masses by delivering the local market to your doorstep.
Watch the kickstarter fundraising video
Mecommi brand positioning and story
Mecommi and STANCE did a workshop to arrive at their Situation, Transformation, Attitude, Niche, Confidence and Expression. STANCE workshops last about three hours using a variety of proprietary exercises to tease out compelling words, phrases and ideas for the brand story.
Their belief statement
We believe the local market helps create better livelihoods, lifestyles, and life on earth.
Their mission statement
Mecommi is on a mission to bring eco-consumption to the masses by delivering the local market to your doorstep.
Their vision statement
We see a world where environmentally conscious businesses win a lifetime of customer loyalty.
Positioning Mecommi against other brands
At STANCE we like to think of brand positioning as a discrete element of brand storytelling. For example, the axes below don’t address the brand’s attitude, mission or vision, but they do establish an ‘Us vs. Them’ narrative for investor conversations and pitches.
The first thing to do is to establish your landscape, so in the case of Mecommi, we’re talking about ‘delivered groceries’ which would not feature services that deliver pre-made meals.
Next you need to carve up the axes by looking at your key emotional and rational differentiators. In the case of Mecommi, the market provides local, and hence eco, food… And you get all the choice you need, unlike Oddbox, where it’s a lucky dip. (I do love Oddbox by the way and have used them since summer 2020.)
Here’s how the positioning axes came out:
To learn about brand positioning, check out our course: Essential Brand Positioning for Start-Ups.
About the kickstarter fundraising campaign
Well, this is a bit of a sad story. While Mecommi gathered excellent momentum out of UK lockdown 1 and 2, lockdown 3 closed the testbed, which was Cambridge market. The future of Mecommi is uncertain at this time. Our video, however, did win best in class at the Cambridge start-up incubator!
Have you positioned your brand? Now it’s time to think about attitude! To learn more about a brand’s attitude, try this free taster course on brand archetypes.
For more brand positioning thought leadership, try reading, “Should you use brand positioning axes in your VC deck?”