Brand positioning

By
AJIBADE, A. Oluwaseun
Ed Penexus Consulting, Lagos.

a concept so simple that
people have difficulty in
understanding it

Positioning is owning a piece of the consumer’s mind!
It is NOT what you do to a product, it is what you do
to the mind of the prospect!
BOTTOMLINE in Brand positioning is to placing your
product in the mind of the prospect.

COKE --- Happiness
GLO --- Ruling/leadership
COLGATE --- Protection
AXE --- visibility

The assault on our mind.
The product explosion.
The advertising explosion.
So little message ever gets through so much that you
ignore the sender and focus on the receiver.

The easy way to get into anybody’s mind is to be the
first…
If you do not get into the minds of your prospect first,
then there is problem with your positioning.

It is what I tag the law of first mention…
…By being the first I do not necessarrily mean the first
in the industry….

The basic approach is not to create something new, or
different but rather manipulate what is already in the
mind…
Now do you see the relevance of this?

To find a new position, you must ignore conventional
logic.
Conventional logic says you find concept inside the
product (not true)
Any concept you develop must be about the most
important element in any business…

The most important element in any business is your
prospects… you must look inside them to find what
they need…

People gravitate naturally towards those who tell
them what they want to hear…
Example… churches!

You concentrate on the perceptions of the prospect,
not the reality of the product.

Subtlety: unique position and appeal that's not
narrow
-Willingness to sacrifice.: Consider the man chasing a
woman scenario.
-Patience: Geographical roll
out/demographical/chronological
Global Outlook.(Promise pure water example)

...Start by looking not at the product but at the
position in the market that you wish to occupy in
relation to the competition
...Think about how your brand will answer the main
consumer questions
What will it do for me and the others will not?
Why should i believe you?

Think to kip it short and make every word count and
be as specific as possible.
-Vagueness Opens the way to confused executions
...Look for key insights
An accepted consumer belief

It is seeing inside the consumer.
It is a single aspect of branding that we use to gain
competitive advantage
By identifying a specific way;
That the Brand can either solve a problem or
Create an opportunity for the consumer.

• What are the ways in which the category/brand can
improve life?
• What are the conflicting needs people face that the
brand can solve?
• How important is it that the product delivers? who
will notice?
• What is the standard of excellence in the category?
• With every answer you get, you need to probe deeper.
Why is that?

1. Be Crystal clear.
– Answer the 3 impt questions succintly and clearly;
what you do, who you do it for, where you do it.
1. Be Consumer based
• ''be relevant and credible to the consumer”
• "write in consumer language from the consumers view
point“
3. Be Competitive
• "be distinctive"
• "focus on building brand elements into powerful
discriminator."
• "Be persuasive"
• "Be sustainable"

The brand name.
The name is the first point of contact between the
message and the mind.
"the brand name is a knife that cuts the mind ad lets
the brand message in“
Ries & Trout

"the brand name is a knife that cuts the mind ad lets
the brand message in“
Ries & Trout

• It is not the goodness or badness of the name in
anesthetic sense that determines effectiveness; it is
the appropriateness of the same.
• Names begins the positioning process, tells the
prospect what the product's major benefit is;
• fair & lovely
• Closeup
• Krack
• Head & shoulder
• Vaseline...

“I do not care about what you do, until I know how credible
you are”
Eliot Spitzer.

Thank youThank you
EseEse
NdaaluNdaalu
Mugode!Mugode!

Brand positioning

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Andere mochten auch

Andere mochten auch (7)

Ähnlich wie Brand positioning

Ähnlich wie Brand positioning (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Brand positioning

Hinweis der Redaktion