“For Deezer, everything is about music and everything is about living the music. We are not positioned on all the audio — we are very centered around music and all our branding is really around this core idea.”

Own one lane, not all of audio — narrow brand positioning beats broad category claims

When Deezer competes with Spotify, Apple Music, and Amazon Music, the instinct is to broaden positioning to cover every audio use case. Shireen Khi argues the opposite: deliberately narrow to a single positioning lane so the brand occupies a clear mental slot. Broad positioning on 'audio' is invisible; owning 'music' is something users can feel.