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Vision
§ Where do you want to go ...
! Define your long-term aspirations
! Usually very all-encompassing
§ Challenge is to differentiate
! Explain why you’re doing what you’re doing
! And the ultimate good you want to achieve through your
success
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Mission
§ How do you want to go there (to the Vision)
! Steps / actions that will take you to your vision
! Usually specific, functional
§ Challenge is to focus
! Not everything that you want should be here - shorten them
! Can you make them SMART when breaking down?
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Values
§ Tool: what your company brand ‘means’ and what it ‘is’
§ Your brand means
! …
! …
! …
§ Your brand is
! …
! …
! …
§ Now, do it for your competition (at least 2 closest ones)
§ Tips:
! We respond to the best brands because they capture some
aspect of our humanity and reflect back to us
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A Car is a Car … or is it?
Car Brands
§ Mercedes
§ BMW
§ Volvo
§ Toyota
What comes to your mind?
§ Prestige / Status
§ Power
§ Safety
§ Value for money
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The Cornerstone
§ The brand positioning statement is the single most
important item in all of marketing.
§ It defines EVERYTHING about what your brand is to the
consumer.
§ This is the most important thing I’ll teach you
! It’ll also help you in any function of your job
! This’ll help you bring ruthless focus in your life
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All Elements
§ Packaging, Pricing, Distribution, Manufacturing, Sales,
Marketing….
§ All work in unison to the beat of the brand positioning
statement.
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Outline of a Brand Positioning Statement
§ <brand name> is a <product description> that helps
<target customers> to fulfill their need of <need>
because it has <reason to believe>
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Evaluate your Brand Positioning Statement
§ Criteria for Evaluation
! Is it memorable?
! Does it focus on the core consumers?
! What picture does it portray in your mind – does that
picture stand out from rest of the competition?
! Does it enable the brand to grow?
! Can it sustain for next 5 years?
! Does this serve as a filter for making decisions about the
brand?
§ Tips:
! Follow the grammar, but be flexible
! Leave it, review it at a later date
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Dow
Brand Positioning Statement
For homemakers, Dow Bathroom
Products are the easy way to get a
great clean shine for your tub, tile and
toilet. That’s because only Dow
Bathroom Products contain scrubbing
bubbles that cut through dirt and grime
clean to the shine!
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Crest Whitesrips
Brand Positioning Statement
For consumers ages 16-35, Crest
Whitestrips whiten teeth five times
better than the leading paint-on
whitening gel. Thats because Crest’s
gel-coated strips hold the peroxide on
teeth longer, to whiten stains below the
tooth surface.
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The AXE Effect
§ First launched in France in 1983
§ The ‘effect’ is supposed to draw
women in hordes to any male who
has sprayed himself liberally with
the Axe Deo
! Ads are slick
! Shows hordes of women – almost like
out of James Bond movies – get
irresistibly drawn to a man
! The man is a normal, non-Greek-God,
man BUT with (axe powered) self-
confidence
§ TG (Demographic): Male, 15-25
years, middle + upper middle
§ Brand is normal yet cool, trendy
and confident
§ Axe comes as a confidante, being
a partner / friend
§ “This world can only
be divided in two
parts: guys, and gals,
and nothing else! Axe
helps the guys stay
ahead in the mating
game”
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NOW IT’S YOUR TURN
1. Draft a Brand Positioning Statement For
(a) BRAC Bank
(b) Any competition bank with ‘consumer’ banking (Local)
