Good practical tool on brand positioning. Helpful, useful.

1. A brand positioning template Essence Shorthand distillation of the brand’s reason to exist Values Fundamental, guiding principles and beliefs Personality Human characteristics guiding tone, feel and style Brand promise Summary of what the brand offers and why it is better than alternatives Benefits The key motivations for buying the brand Brand truths Features, attributes and properties that help underpin the promise Core insight The human truth that opens the door to an opportunity for your brand to improve everyday life Consumer target Positioning: person the brand must excite and involve consumption: broader group of buyers Market definition The product and service areas in which the brand wants to operate. Who will lose if we win? 4. Rallying calls 1. Insight foundation 2. Job of the brand 3. Human side of the brand

3. Top tips Insight foundation Job of brand Human side Rallying calls Inspires and guides Tips and trick Bad examples Good examples Market definition Full view of real competition ideas for stretch Who wins when we lose? Use benefits not just product terms Videotapes (Blockbuster) Rentable home entertainment (Blockbuster) Positioning target Empathy with the core consumer, understand their life Capture attitudes, values, colour AB women aged 25-45 (Knorr) Food enthusiasts who enjoy good food but are pressed for time (Knorr) Core insight Open the door to an opportunity to improve everyday life Describe a human truth and how this opens a door for the brand Add colour and emotion Parents worry about nappy rash (Pampers) People who are concerned about their baby having a wet bottom and nappy rash as this makes them worry about not being a perfect parent (Pampers) Brand truths (limit 2-3) Development of product features and attributes Be specific and concrete Good service (Blockbusters) Blockbuster promise: ‘Get the film you want or hire it for free next time’ Benefits (limit 2-3) Product development, communication emphasis Specific reasons for purchase, not reasons to believe Pro-vitamin B5; doesn’t dry hair (Pantene) ‘ Hair so health it shines’ (Pantene) Values (limit 2-3) Issues to campaign on, brand behaviours with customers Make them provocative and polarising Quality, teamwork (Pr ệ t a Manger) Setting the bar high, one for all, all for one (Pr ệ t a Manger) Personality (limit 3-4) Guide tone, feel and style of communication and front-line staff Make them colourful not bland Reliable, honest, friendly (Clearasil) Sold as a rock, straight as an arrow, best mate (Clearasil) Promise (limit 15-20 words Key summary input for briefs Focused on what it is and why it is better Inject colour, emotion and edge Affordable short-break holiday offering best combination of activities for all the family (DLP) Magical place where everyone can live out adventures they have dreamt of (DLP) Essence (limit 2-4 words) Shorthand check for reviewing the brand mix Capture emotion not just function, inspire future growth Best shave (Gillette), male attractiveness (Lynx) Ultimate performance (Gillette) Pulling power (Lynx)