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Brand Positioning

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another presentation about brand positioning i found online

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Brand Positioning

  1. 1. Brand Positioning
  2. 2. A concept so simple, people have difficulty understanding how powerful it is!
  3. 3. What… <ul><li>Positioning is owning a piece of consumer’s mind </li></ul><ul><li>Positioning is not what you do to a product </li></ul><ul><ul><li>It’s what you do to the mind of the prospect </li></ul></ul><ul><li>You position the product in the prospect’s mind </li></ul><ul><ul><li>‘ It’s incorrect to call it Product Positioning’ – Ries & Trout </li></ul></ul>
  4. 4. Examples <ul><li>Colgate is Protection </li></ul><ul><li>Lux is Glamour </li></ul><ul><li>Pond’s DFT is Confidence </li></ul><ul><li>Axe is Sexual Attraction </li></ul><ul><li>Gillette is Quality </li></ul>
  5. 5. Why… <ul><li>The assault on our mind… </li></ul><ul><li>The media explosion </li></ul><ul><li>The product explosion </li></ul><ul><li>The advertising explosion </li></ul><ul><li>So little message gets through that you ignore the sender and concentrate on the receiver </li></ul>
  6. 6. How… <ul><li>The easy way to get into a person’s mind is to be first </li></ul><ul><ul><li>Xerox , Kodak , Polaroid, Sun TV, The Hindu, F&L </li></ul></ul><ul><li>If you didn’t get into the mind of your prospect first, then you have a positioning problem </li></ul><ul><ul><li>Better to be first than be best </li></ul></ul><ul><li>In the positioning era, you must, however, be first to get into the prospect’s mind </li></ul>
  7. 7. How… <ul><li>The basic approach is not to create something new or different, but manipulate what’s already in the mind </li></ul><ul><li>To find a unique position, you must ignore conventional logic </li></ul><ul><li>Conventional logic says you find concept inside product </li></ul><ul><ul><li>Not true; look inside prospect’s mind </li></ul></ul><ul><li>You won’t find an uncola idea inside 7-up; you find it inside cola drinker’s head </li></ul>
  8. 8. ‘ You concentrate on the perceptions of the prospect, not the reality of the product’ - Al Ries & Jack Trout
  9. 9. ‘ It’s difficult to change behaviour, but easy to work with it’ - Paco Underhill
  10. 10. What you need… <ul><li>Understand the role of words and how they affect people </li></ul><ul><ul><li>Turtle vs. Lexus </li></ul></ul><ul><li>Be careful of change </li></ul><ul><ul><li>Disney </li></ul></ul><ul><li>Need vision </li></ul><ul><ul><li>Long term / Not on technology or fad </li></ul></ul>
  11. 11. What you need… <ul><li>Courage </li></ul><ul><ul><li>To slug it out when others watch and wait </li></ul></ul><ul><li>Objectivity </li></ul><ul><ul><li>You need a backboard / a springboard </li></ul></ul><ul><li>Simplicity </li></ul><ul><ul><li>Not complicated or convoluted </li></ul></ul>
  12. 12. What you need… <ul><li>Subtlety </li></ul><ul><ul><li>Unique position and appeal that’s not narrow </li></ul></ul><ul><li>Willingness to sacrifice </li></ul><ul><ul><li>The case of Nyquil </li></ul></ul><ul><ul><li>Rexona wooing male and female </li></ul></ul><ul><li>Patience </li></ul><ul><ul><li>Geographical roll out / Demographic / Chronological </li></ul></ul><ul><li>Global outlook </li></ul><ul><ul><li>Taj Mahal tea </li></ul></ul>
  13. 13. Guidelines <ul><li>Start by looking not at the product but at the position in the market that you wish to occupy, in relation to competition </li></ul><ul><li>Think about how the brand will answer the main consumer questions </li></ul><ul><ul><li>What will it do for me that others will not? </li></ul></ul><ul><ul><li>Why should I believe you? </li></ul></ul><ul><li>Try to keep it short and make every word count and be as specific as possible </li></ul><ul><ul><li>Vagueness opens the way to confused executions </li></ul></ul>
  14. 14. Guidelines <ul><li>Keep the positioning up-do-date </li></ul><ul><ul><li>Give as careful consideration to change as you did to the original statement </li></ul></ul><ul><li>Look for a Key Insight ! </li></ul><ul><ul><li>An ‘Accepted Consumer Belief’ </li></ul></ul>
  15. 15. What is key insight? <ul><li>Key Insight is ‘seeing below the surface’ / ‘seeing inside the consumer’ </li></ul><ul><li>Insight expresses the totality of all that we know from seeing inside the consumer </li></ul><ul><li>An insight is a single aspect of this that we use to gain competitive advantage </li></ul><ul><li>By identifying a specific way… </li></ul><ul><ul><li>That the brand can either solve a problem or </li></ul></ul><ul><ul><li>Create an opportunity for the consumer </li></ul></ul>
  16. 16. <ul><ul><li>Key Insight </li></ul></ul><ul><ul><li>‘ I wish to get married to a handsome prince’ </li></ul></ul>
  17. 17. <ul><ul><li>Key Insight </li></ul></ul><ul><ul><li>‘ Fragrance of my current talc does not last long and I miss opportunities to enjoy life’ </li></ul></ul>
  18. 18. <ul><ul><li>Key Insight </li></ul></ul><ul><ul><li>‘ Soap leaves my skin feeling dry and tight’ </li></ul></ul>
  19. 19. More on key insight… <ul><li>It will require two separate thoughts to be related to each other in a new and fresh way </li></ul><ul><li>Insight will generally be enduring </li></ul><ul><li>Often the process will lead to several insights </li></ul><ul><li>The one to use is the one that offers to be the source of greatest competitive advantage </li></ul>
  20. 20. More on key insight… <ul><li>No need for insight to change if you have identified the higher-order needs of consumers </li></ul><ul><li>Keep asking ‘why’ to find the real need behind the obvious insight </li></ul><ul><li>Remember, the insight is always the basis for a brand’s positioning </li></ul>
  21. 21. How to find one? <ul><li>What are the ways in which the category / brand can improve someone’s life? </li></ul><ul><li>What are the conflicting needs that people face and that the brand can solve? </li></ul><ul><li>How important is it that the product delivers? Who will notice? </li></ul><ul><li>What is standard of excellence in the category? </li></ul><ul><li>With every answer you get, you need to probe deeper: </li></ul><ul><ul><li>‘ Why is that?’ </li></ul></ul>
  22. 22. The 3C’s of positioning <ul><li>Be C rystal clear </li></ul><ul><li>Be C onsumer-based </li></ul><ul><ul><li>Be relevant and credible to the consumer </li></ul></ul><ul><ul><li>Write in consumer language and from consumer’s view point </li></ul></ul><ul><li>Be C ompetitive </li></ul><ul><ul><li>Be distinctive </li></ul></ul><ul><ul><li>Focus on building brand elements into powerful discriminator </li></ul></ul><ul><ul><li>Be persuasive </li></ul></ul><ul><ul><li>Be sustainable </li></ul></ul>
  23. 23. And then… <ul><li>The brand name! </li></ul><ul><li>The name is the first point of contact between the message and the mind </li></ul><ul><li>‘ The brand name is a knife that cuts the mind to let the brand message inside’ </li></ul><ul><li>– Ries & Trout </li></ul>
  24. 24. Guidelines <ul><li>It’s not the goodness or badness of the name in an aesthetic sense that determines effectiveness </li></ul><ul><ul><li>It’s the appropriateness of the same </li></ul></ul><ul><li>Name begins the positioning process, tells the prospect what the product’s major benefit is </li></ul><ul><ul><li>Fair & Lovely </li></ul></ul><ul><ul><li>Close Up </li></ul></ul><ul><ul><li>Krack </li></ul></ul><ul><ul><li>Head & Shoulders </li></ul></ul><ul><ul><li>Vaseline Intensive Care Body Lotion </li></ul></ul>
  25. 25. Checklist: Brand name <ul><li>Should be simple </li></ul><ul><li>Should be acceptable in all key languages </li></ul><ul><li>Should be appropriate when geographically spread </li></ul><ul><li>Should be amenable for easy registration </li></ul>