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Bergeron Creative Studios on Brand Positioning
 

Bergeron Creative Studios on Brand Positioning

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The Three P's of Brand Positioning

The Three P's of Brand Positioning

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    Bergeron Creative Studios on Brand Positioning Bergeron Creative Studios on Brand Positioning Presentation Transcript

    • IDEAS THAT DIFFERENTIATE ™ 3Ps of Brand Positioning
    • “ In the mind of your target audience their perception of your brand is reality.” Al Bergeron President & Chief Creative Officer Bergeron Creative Studios
    • What is branding?Branding refers to howthe target audienceperceives a company,institution, product,service or cause.
    • What is branding?Branding> Perception not reality> Personal experience> Experience of others
    • “ Your brand positioning statement is the most important sentence you will ever write about your brand.” Al Bergeron President & Chief Creative Officer Bergeron Creative Studios
    • What is brand positioning?Brand positioning isthe process of shapinghow the target audienceperceives your brandrelative to competition.
    • What is brand positioning?Brand Positioning> What audience believes> What you want them to believe> How to bridge gap
    • 3Ps of Brand Positioning 1.  Premier 2.  Preemptive 3.  Price
    • “ Taglines must serve to communicate the essence of your brand position.” Al Bergeron President & Chief Creative Officer Bergeron Creative Studios
    • 3Ps of Brand Positioning1.  Premier Brand Position
    • 3Ps of Brand PositioningPremier Brand Position> #1 brand in category> Market leader> Only 1 premier brand
    • 3Ps of Brand PositioningPremier Brand Example> Tagline: We’re #1
    • 3Ps of Brand Positioning2.  Preemptive Brand Position
    • 3Ps of Brand PositioningPreemptive Brand Position> Differentiated> Valuable to audience> Credible claim
    • 3Ps of Brand PositioningPreemptive Brand Example> Tagline: We try harder
    • 3Ps of Brand Positioning3.  Price Brand Position
    • 3Ps of Brand PositioningPrice Brand Position> Commodity category> Lowest price wins> Value brand
    • 3Ps of Brand PositioningPrice Brand Example> Tagline: None needed
    • ABOUT AL BERGERONAl Bergeron is President and Chief Creative Officer at Bergeron CreativeStudios, a nationally recognized award-winning branding firm that integratesidentity, physical, digital and social media with search marketing to engageprospects in dialog.Al has the unique talent to bridge the gap between brand strategy and creativeexpression. Al has won hundreds of awards for his creative work, presented asguest lecturer, and has been published in Logo Lounge, Print, Step-by-StepGraphics, Graphic Design USA and Educational Marketing Report.I N TEGRA T E D [ I D E N T I T Y + P H Y SI C AL +DI GI TA L+S OC I A L] BRAND DIFFERENT ™CONTACT AL BERGERON al@bergeroncreative.com Follow Al Bergeron on Twitter CREATIVE MANSION 617.834.4840 Follow Al Bergeron on Linked In 151 Worcester Street Visit our Website Visit our YouTube Channel North Grafton, MA 01536 Visit our Blog Visit our Slideshare Channel 888.764.6171
    • How is your brandpositioned in the mind of your target audiences?