DNS Business Development Workshop Course Overview This course is designed to provide a basic understanding of the Domain Name System (DNS) industry and business drivers to enable entrepreneurs to understand potential business opportunities in this industry. The course will focus on practical issues where appropriate, with case studies and listings of available resources and vendors in the industry. Ample time will be included for networking opportunities and identifying available resources for on-going assistance after the conclusion of the course. The course will occur over a 5 day period, with an early end on the last day to accommodate travel schedules

1. BrandBrand
PositioningPositioning

2. A concept so simple,A concept so simple,
people have difficulty understandingpeople have difficulty understanding
how powerful it is!how powerful it is!

3. What…What…
• Positioning is owning a piece of consumer’s mind
• Positioning is not what you do to a product
– It’s what you do to the mind of the prospect
• You position the product in the prospect’s mind
– ‘It’s incorrect to call it Product Positioning’ – Ries & Trout

4. ExamplesExamples
• ColgateColgate is ProtectionProtection
• LuxLux is GlamourGlamour
• Pond’s DFTPond’s DFT is ConfidenceConfidence
• AxeAxe is Sexual AttractionSexual Attraction
• GilletteGillette is QualityQuality

5. Why…Why…
The assault on our mind…
• The media explosion
• The product explosion
• The advertising explosion
• So little message gets through that you
ignore the sender and concentrate on
the receiver

6. How…How…
• The easy way to get into a person’s mind is to
be first
– Xerox, Kodak, Polaroid, Sun TV, The Hindu, F&L
• If you didn’t get into the mind of your prospect
first, then you have a positioning problem
– Better to be first than be best
• In the positioning era, you must, however, be
first to get into the prospect’s mind

7. How…How…
• The basic approach is not to create something
new or different, but manipulate what’s already
in the mind
• To find a unique position, you must ignore
conventional logic
• Conventional logic says you find concept inside
product
– Not true; look inside prospect’s mind
• You won’t find an uncola idea inside 7-up; you
find it inside cola drinker’s head

8. ‘‘You concentrateYou concentrate
on the perceptions of the prospect,on the perceptions of the prospect,
not the reality of the product’not the reality of the product’
- Al Ries & Jack Trout- Al Ries & Jack Trout

9. ‘‘It’s difficult to change behaviour,It’s difficult to change behaviour,
but easy to work with it’but easy to work with it’
- Paco Underhill- Paco Underhill

10. What you need…What you need…
• Understand the role of words and how
they affect people
– Turtle vs. Lexus
• Be careful of change
– Disney
• Need vision
– Long term / Not on technology or fad

11. What you need…What you need…
• Courage
– To slug it out when others watch and wait
• Objectivity
– You need a backboard / a springboard
• Simplicity
– Not complicated or convoluted

12. What you need…What you need…
• Subtlety
– Unique position and appeal that’s not narrow
• Willingness to sacrifice
– The case of Nyquil
– Rexona wooing male and female
• Patience
– Geographical roll out / Demographic /
Chronological
• Global outlook
– Taj Mahal tea

13. GuidelinesGuidelines
• Start by looking not at the product but at the
position in the market that you wish to occupy, in
relation to competition
• Think about how the brand will answer the main
consumer questions
– What will it do for me that others will not?
– Why should I believe you?
• Try to keep it short and make every word count
and be as specific as possible
– Vagueness opens the way to confused executions

14. GuidelinesGuidelines
• Keep the positioning up-do-date
– Give as careful consideration to change as you did to
the original statement
• Look for a Key InsightKey Insight!
– An ‘Accepted Consumer Belief’‘Accepted Consumer Belief’

15. What is key insight?What is key insight?
• Key Insight is ‘seeing below the surface’ /
‘seeing inside the consumer’
• Insight expresses the totality of all that we know
from seeing inside the consumer
• An insight is a single aspect of this 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

16. Key InsightKey Insight
‘‘I wish to get marriedI wish to get married
to a handsome prince’to a handsome prince’

17. Key InsightKey Insight
‘‘Fragrance of my current talc does not last longFragrance of my current talc does not last long
and I miss opportunities to enjoy life’and I miss opportunities to enjoy life’

18. Key InsightKey Insight
‘‘Soap leaves my skinSoap leaves my skin
feeling dry and tight’feeling dry and tight’

19. More on key insight…More on key insight…
• It will require two separate thoughts to be related
to each other in a new and fresh way
• Insight will generally be enduring
• Often the process will lead to several insights
• The one to use is the one that offers to be the
source of greatest competitive advantage

20. More on key insight…More on key insight…
• No need for insight to change if you have
identified the higher-order needs of
consumers
• Keep asking ‘why’ to find the real need
behind the obvious insight
• Remember, the insight is always the basis
for a brand’s positioning

21. How to find one?How to find one?
• What are the ways in which the category / brand
can improve someone’s life?
• What are the conflicting needs that people face
and that the brand can solve?
• How important is it that the product delivers?
Who will notice?
• What is standard of excellence in the category?
• With every answer you get, you need to probe
deeper:
– ‘Why is that?’

22. The 3C’s of positioningThe 3C’s of positioning
• Be Crystal clear
• Be Consumer-based
– Be relevant and credible to the consumer
– Write in consumer language and from consumer’s view point
• Be Competitive
– Be distinctive
– Focus on building brand elements into powerful discriminator
– Be persuasive
– Be sustainable

23. And then…And then…
• 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 theThe brand name is a knife that cuts the
mind to let the brand message inside’mind to let the brand message inside’
– Ries & TroutRies & Trout

24. GuidelinesGuidelines
• It’s not the goodness or badness of the name in
an aesthetic sense that determines
effectiveness
– It’s the appropriateness of the same
• Name begins the positioning process, tells the
prospect what the product’s major benefit is
– Fair & Lovely
– Close Up
– Krack
– Head & Shoulders
– Vaseline Intensive Care Body Lotion

25. Checklist: Brand nameChecklist: Brand name
• Should be simple
• Should be acceptable in all key languages
• Should be appropriate when geographically spread
• Should be amenable for easy registration