This document discusses strategies for developing strong brand positioning. It provides examples of personas for different target consumer segments that could use an iPad, such as a service manager and student. The document emphasizes understanding target consumers' values, motivations for purchasing the product, and media consumption behaviors. It also provides a framework for describing key aspects of a passion brand, including its ideology, capabilities, target consumers, and relevant environmental context.

1. ¨Marketing is not a war of products,
it’s a war of perceptions.¨
Al Ries / Jack Trout

2. 5 symptoms of malaise of consumer led brands
1. Similarity of brands (Convergence towards mean)
2. Inconsistent brand image and offer
3. Lack of real innovation and surprise
4. Gulf between brand offer and capability
(believable brand extensions)
5. Hollow brand (BA)

3. Similarity of brands (Convergence towards mean)

4. Similarity of brands (Convergence towards mean)

5. Lack of innovation

6. Beyond petroleum
The brand change has cost $7m and BP
plans to spend a further $100m a year
developing it. Sir John said BP would in
future stand for "beyond petroleum" rather
than British Petroleum. Its 28,000 petrol
stations around the world will be
modernised over four years, but 3,000 jobs
will be lost as overlapping BP and Amoco
sites are shut down.
But the relaunch was met with cynicism by
green campaigners. Rob Gueterbock, a climate
energy specialist at Greenpeace, said the
company's move was a triumph of style over
substance.
"They spent more on the logo this year than
they did on renewable energy last year. Given
they spend $8bn a year on oil exploration, BP
stands less for beyond petroleum and more for
burning the planet," he said.
Inconsistent brand image and offer

7. THE XC90 D5 is the Schwarzenegger of the Volvo family.
Like its main competitors, the BMW X5 3.0d and the Mercedes-Benz
ML270 CDI, Volvo�s fancy diesel drinker is not really designed for off-
road excursions, even though it is a permanent four-wheel drive vehicle.
($192, 000 for a 2.5 cc model)
Inconsistent brand image and offer (Luxury or safety or family ?)

8. Inconsistent brand image and offer (Luxury or safety or family ?)

9. Hollow
Question mark
Blind
Irrelevant

10. Rebranding British Airways 1997-1999
Focus on global cosmopolitan traveler but loosing connection with identity of the brand
British Airways, ditched the Union Flag for an "ethnic" tail-fin design in a £60m revamp in 1997.
Hollow brand

11. Thatcher privatised the company in 1987 under Chairman Sir John King. Ten years later she
famously condemned the ethnic tail fin art with the outburst: 'We fly the British flag, not these
awful things.'
Hollow brand (British Airways)

12. McDonald's 'Healthier' New Happy Meals: Still Unhealthy
Hollow brand

13. Hollow
Question mark
Blind
Irrelevant

14. What is special here ?

15. By 1976 Kodak accounted for 90% of film and 85% of camera sales in
America. Until the 1990s it was regularly rated one of the world’s five most
valuable brands.
Irrelevant brand (World moves on and brand does not notice)

16. Hollow
Question mark
Blind
Irrelevant

17. Question mark brand (Is Bennetton capable of achieving unhate ?)

18. Question mark brand (Is Bennetton capable of achieving a world
without hunger?)

19. Hollow
Question mark
Blind
Irrelevant

20. Blind brand (Does the brand still understand what consumers want,
like ?)

21. http://www.tech-thoughts.net/2012/07/global-smartphone-market-share-trends.html

25. Culture
Passion
brand
Positioning
Advertising
appeal
Cultural moodboard
Persona
Brand description
Positioning diamond
Advertisement
concept

26. shop
Consumer
segment Turkey
shop
Consumer
segment x
Range of
products
Range of
products
Persona Persona
product
x
Passion
Brand X

27. Example Persona aspects Ipad
• Education social background, age, etc
• Family life ?
• Work situation
• What are his values
• What is important to him
• Why would he buy an Ipad
• Knowledge, attitude towards Ipad, laptops, mobile
phones,
• How does he decide ?
• Media behaviour (Online, TV watching)

28. Robert the service manager
• High school, started work at 18. 35 years old
• Married two children,
• Service manager travels a lot to customers, sends 40 emails/day
• His family is important to him, likes to go out with friends
• Work hard and efficient , earn good money,
• Buys an Ipad because it saves time and he can show to
customers solutions
• Knows what he needs to know, positive towards Ipad, laptops,
mobile phones as long as they support him doing his job ,
• If the boss approves he will buy an ipad
• Reads popular morning newspaper, no time to watch tv, uses
internet to read short news stories
Example persona
from the I pad target segment technical service professional

29. Tim Student
• University 3rd year, 20 years old,
• Lives in student home, weekends visits to parents
• Scholarship, Student jobs to earn extra money,
• Being student is important to him, the freedom, wants to be
a manager, have fun while you are student, be cool
• Buys an ipad because it is cool, and can use it for study and
while travelling to parents
• Likes gadgets, would like to have latest mobile but is too
expensive reads blogs abou gadgets and mobile phones,
• Ipad is on his wishlist, if price goes down he will buy one,
decision made by himself but influenced by his friends
• No newspaper, reads online websites, watches TV and
internet, has a twitter account
Example persona
from the I pad target segment Students

30. • Develop a persona
– Consumer for product segment X
• The persona does not have to be perfect. Sketch roughly an
outline.
• Make sure the persona is in line with the cultural values of your
country
• Try to back up your statements about the persona as much as
possible by data .

31. Persona
Make a “ story” where you use the following aspects in relation
Buying your product
Name
• Education social background, age, etc
• Family life
• Work situation
• What are hisher values
• What role does your product play in hisher life ?
• Knowledge, attitude towards your product
• What is herhis perception of the different shops ?
• What are buying motives for your product ?
• How does (s)he decide ?
• Media behaviour (Online, TV watching)
Picture
+
name

32. Building long term emotional associations
Describe your passion brand
• Ideology
The forever values simply stated, strongly felt
• Capability
(simple description of extraordinary core)
• Consumer
(Who do your customers want to be, consumer
insight )
• Environment
Demographic, competitive, cultural, insight
relevant to your brand

33. Foote, Cone & Belding Grid
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
1
The Thinker
3
The Doer
Thinking FeelingLow
Involvement
2
The Feeler
4
The Reactor
High
Involvement
INFORMATIVE AFFECTIVE
HABIT FORMATION SELF- SATISFACTION
Different categories --> different communication