Brand
Positioning
A concept so simple,
people have difficulty understanding
how powerful it is!
What…
• Positioning is owning a piece of consumer’s mind
• Positioning is not what you do to a product
– It’s what you do ...
Examples
• Colgate is Protection
• Lux is Glamour
• Pond’s DFT is Confidence
• Axe is Sexual Attraction
• Gillette is Qual...
Why…
The assault on our mind…
• The media explosion
• The product explosion
• The advertising explosion
• So little messag...
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 d...
How…
• The basic approach is not to create something
new or different, but manipulate what’s already
in the mind
• To find...
‘You concentrate
on the perceptions of the prospect,
not the reality of the product’
- Al Ries & Jack Trout
‘It’s difficult to change behaviour,
but easy to work with it’
- Paco Underhill
What you need…
• Understand the role of words and how
they affect people
– Turtle vs. Lexus
• Be careful of change
– Disne...
What you need…
• Courage
– To slug it out when others watch and wait
• Objectivity
– You need a backboard / a springboard
...
What you need…
• Subtlety
– Unique position and appeal that’s not narrow
• Willingness to sacrifice
– The case of Nyquil
–...
Guidelines
• Start by looking not at the product but at the
position in the market that you wish to occupy, in
relation to...
Guidelines
• Keep the positioning up-do-date
– Give as careful consideration to change as you did to
the original statemen...
What is key insight?
• Key Insight is ‘seeing below the surface’ /
‘seeing inside the consumer’
• Insight expresses the to...
Key Insight
‘I wish to get married
to a handsome prince’
Key Insight
‘Fragrance of my current talc does not last long
and I miss opportunities to enjoy life’
Key Insight
‘Soap leaves my skin
feeling dry and tight’
More on key insight…
• It will require two separate thoughts to be related
to each other in a new and fresh way
• Insight ...
More on key insight…
• No need for insight to change if you have
identified the higher-order needs of
consumers
• Keep ask...
How to find one?
• What are the ways in which the category / brand
can improve someone’s life?
• What are the conflicting ...
The 3C’s of positioning
• Be Crystal clear
• Be Consumer-based
– Be relevant and credible to the consumer
– Write in consu...
And then…
• The brand name!
• The name is the first point of contact
between the message and the mind
• ‘The brand name is...
Guidelines
• It’s not the goodness or badness of the name in
an aesthetic sense that determines effectiveness
– It’s the a...
Checklist: Brand name
• Should be simple
• Should be acceptable in all key languages
• Should be appropriate when geograph...
Upcoming SlideShare
Loading in …5
×

Basics of brand positioning

651 views
538 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
651
On SlideShare
0
From Embeds
0
Number of Embeds
120
Actions
Shares
0
Downloads
18
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Basics of brand positioning

  1. 1. Brand Positioning
  2. 2. A concept so simple, people have difficulty understanding how powerful it is!
  3. 3. 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. 4. Examples • Colgate is Protection • Lux is Glamour • Pond’s DFT is Confidence • Axe is Sexual Attraction • Gillette is Quality
  5. 5. 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. 6. 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. 7. 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. 8. ‘You concentrate on the perceptions of the prospect, not the reality of the product’ - Al Ries & Jack Trout
  9. 9. ‘It’s difficult to change behaviour, but easy to work with it’ - Paco Underhill
  10. 10. 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. 11. 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. 12. 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. 13. Guidelines • 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. 14. Guidelines • Keep the positioning up-do-date – Give as careful consideration to change as you did to the original statement • Look for a Key Insight! – An ‘Accepted Consumer Belief’
  15. 15. 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. 16. Key Insight ‘I wish to get married to a handsome prince’
  17. 17. Key Insight ‘Fragrance of my current talc does not last long and I miss opportunities to enjoy life’
  18. 18. Key Insight ‘Soap leaves my skin feeling dry and tight’
  19. 19. 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. 20. 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. 21. 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. 22. The 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. 23. 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 the mind to let the brand message inside’ – Ries & Trout
  24. 24. Guidelines • 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. 25. Checklist: Brand name • Should be simple • Should be acceptable in all key languages • Should be appropriate when geographically spread • Should be amenable for easy registration

×