Welcome to Brand Positioning

What is Marketing? “ Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others.” The process of creating and delivering valued products and services to consumers.

“ Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others.”

The process of creating and delivering valued products and services to consumers.

The Brand Adoption Model Brand “Recruitment Process” to gain loyal and involved consumers. Adoption Trial Reconsideration Retrial Discovery Recommendation/ Raving Fan

Brand “Recruitment Process” to gain loyal and involved consumers.

The Eight-Step Branding Process Identify the Need – Before starting a branding process, everyone has to be on board with the need for better branding. This usually starts with an issue that causes your organization problems. Branding can’t be successful unless everyone pulls together in the same direction. Assess the Need and the Existing Brand. This may involve a more fundamental evaluation of what your organization stands for and where the focus should be. It also means understanding what people already believe about your brand and how to evolve this to be more focused and memorable without arguing with your consumer. Develop the Brand Positioning. Write a positioning statement that is worded simply and succinctly enough so that it is easy to comprehend and easy to reiterate to others in the organization.

Identify the Need – Before starting a branding process, everyone has to be on board with the need for better branding. This usually starts with an issue that causes your organization problems. Branding can’t be successful unless everyone pulls together in the same direction.

Assess the Need and the Existing Brand. This may involve a more fundamental evaluation of what your organization stands for and where the focus should be. It also means understanding what people already believe about your brand and how to evolve this to be more focused and memorable without arguing with your consumer.

Develop the Brand Positioning. Write a positioning statement that is worded simply and succinctly enough so that it is easy to comprehend and easy to reiterate to others in the organization.

The Eight-Step Branding Process Build the Brand Architecture – Agree on the functional and emotional benefits that do and should attach to the brand. What do your clients, supporters, suppliers and employees connect emotionally to your brand? What functional properties support these emotional benefits? Validate – Before rolling out the positioning, take time to ensure that you’ve got it right. This can be done in a variety of ways, through either qualitative or quantitative research. Establish the Visual Identity – This is where you get to work on the logo and the other visuals that will support your brand.

Build the Brand Architecture – Agree on the functional and emotional benefits that do and should attach to the brand. What do your clients, supporters, suppliers and employees connect emotionally to your brand? What functional properties support these emotional benefits?

Validate – Before rolling out the positioning, take time to ensure that you’ve got it right. This can be done in a variety of ways, through either qualitative or quantitative research.

Establish the Visual Identity – This is where you get to work on the logo and the other visuals that will support your brand.

The Eight-Step Branding Process Develop the Key Messages – These are not just slogans or taglines but your core values and positioning reflected in the everyday communications of your organization – e.g. “Cast Members” versus “Employees” for Disney. Train the Organization – Even for a brand with a big ad budget, most of the burden of conveying the brand positioning is born by the employees, not logos, advertising or publicity. (Think of Delta Airlines vs. Southwest or JetBlue.) Training your entire organization to ‘live the brand’ is the only way to successfully position your brand. Formal training in brand positioning and how to convey your brand is just as important for your sales force and customer service staff as for marketers.

Develop the Key Messages – These are not just slogans or taglines but your core values and positioning reflected in the everyday communications of your organization – e.g. “Cast Members” versus “Employees” for Disney.

Train the Organization – Even for a brand with a big ad budget, most of the burden of conveying the brand positioning is born by the employees, not logos, advertising or publicity. (Think of Delta Airlines vs. Southwest or JetBlue.) Training your entire organization to ‘live the brand’ is the only way to successfully position your brand. Formal training in brand positioning and how to convey your brand is just as important for your sales force and customer service staff as for marketers.

Q: What is Brand Positioning?

An Overview of Positioning Some Key Definitions Position: “The point of area occupied by something.” (Merriam-Webster Dictionary) Brand Positioning: The “area” of the consumer’s mind that we want our brand to occupy

Some Key Definitions

Position: “The point of area occupied by something.” (Merriam-Webster Dictionary)

Brand Positioning: The “area” of the consumer’s mind that we want our brand to occupy

The Positioning Model Positioning Strategy Find a meaningful and important benefit area to occupy on their own Positioning Statement Clearly convey the benefit in an interesting, distinctive, and attention-getting manner Positioning Effort Consistently convey the benefit via all spokes of the marketing wheel year-in and year-out Marketplace Position Constantly monitor the impact with the consumer and react accordingly

Soap Ivory Car Volvo Shoes Manolo Blahnik Soft Drink Coke A Product vs. a Brand

Soap Ivory

Car Volvo

Shoes Manolo Blahnik

Soft Drink Coke

Consumers Position Brands Successful brands don’t “argue” with the consumer. They don’t try to change the consumer’s preconceived notions. Disney vs. Touchstone Films Toyota vs. Lexus Hallmark vs. Shoebox Greetings Heineken Wine Ivory Clear Liquid Soap

Successful brands don’t “argue” with the consumer.

They don’t try to change the consumer’s preconceived notions.

Disney vs. Touchstone Films

Toyota vs. Lexus

Hallmark vs. Shoebox Greetings

Heineken Wine

Ivory Clear Liquid Soap

How Consumers Position Brands They draw conclusions in three key areas: User Context Product

They draw conclusions in three key areas:

User

Context

Product

Key Overriding Principles Sacrifice to own something. Be willing to give up something in order to own something else. Establish expertise in your area of “specialization.” Be wary of market research “scores” that reward “something for everybody” positioning.

Sacrifice to own something.

Be willing to give up something in order to own something else.

Establish expertise in your area of “specialization.”

Be wary of market research “scores” that reward “something for everybody” positioning.

Key Overriding Principles Positioning vs. Volume Positioning discussions and volume discussion are two separate issues . Positioning Volume

Pre-Work Exercise Discuss the examples you have brought of products: With a CLEAR and EFFECTIVE positioning With an UNCLEAR or INEFFECTIVE positioning.

Discuss the examples you have brought of products:

With a CLEAR and EFFECTIVE positioning

With an UNCLEAR or INEFFECTIVE positioning.

The Complete Positioning Statement format: Especially for … Brand X is the … that … because only Brand X … __________________________________________ (User) __________________________________________ (Context) __________________________________________ (Product) __________________________________________ (Factual Support)

Positioning Statement Component Definitions User: A group of like-minded people that consumers most closely associate with the brand, and that represents the brand’s most fervent users . Context: The product or service that the brand can substitute for. It gives the brand meaning and makes it relevant, It provides a frame of reference in which to understand the brand. Product: The primary feature or benefit that makes it the strongest offering within the Context and has strong appeal to the User. Factual Support: The most convincing and proprietary information that supports the validity of the positioning.

User: A group of like-minded people that consumers most closely associate with the brand, and that represents the brand’s most fervent users .

Context: The product or service that the brand can substitute for. It gives the brand meaning and makes it relevant, It provides a frame of reference in which to understand the brand.

Product: The primary feature or benefit that makes it the strongest offering within the Context and has strong appeal to the User.

Factual Support: The most convincing and proprietary information that supports the validity of the positioning.

Brand Positioning Pyramid Factual Support Product User Context

Brand Positioning Statement What type of people do consumers associate with the brand? Whom do consumers see as the lover of the brand?

What type of people do consumers associate with the brand? Whom do consumers see as the lover of the brand?

User Differentiated Brand Positioning Especially for … Brand X is the … that … because only Brand X … Angst-ridden suburbanites and their fragile, precious children station wagon will protect your child has a 40-year dedication to safety

Brand Positioning Pyramid Brand Positioning User Base/Usage Dove A woman’s face Men and Women Face and Body Nike Serious Athletes Serious Athletes Couch Potatoes Gatorade Thirsty, Sweaty Male Jocks Men and Women Adults and Kids Jocks and Non-Jocks McDonalds Kids All Ages

The User “ Good” User Criteria Clear Picture. The description must paint a clear picture of this person. It requires a sharp focus. No room for vague terms (“full-time working women,” “yuppies”). Demographics alone will not identify the user. Affiliation. The more strongly the User can empathize with and want to affiliate with other Users, the better. Go beyond demographics and employ descriptors that capture attitudes, behavior, and the feelings of the User. Imagine that the User cares enough about the brand to attend its “convention.” Interest. The User should be described in such a way that it is apparent why he/she will be very interested in the Meaningful Difference, It should help “set the hook” for your unique offer.

“ Good” User Criteria

Clear Picture. The description must paint a clear picture of this person. It requires a sharp focus. No room for vague terms (“full-time working women,” “yuppies”). Demographics alone will not identify the user.

Affiliation. The more strongly the User can empathize with and want to affiliate with other Users, the better. Go beyond demographics and employ descriptors that capture attitudes, behavior, and the feelings of the User. Imagine that the User cares enough about the brand to attend its “convention.”

Interest. The User should be described in such a way that it is apparent why he/she will be very interested in the Meaningful Difference, It should help “set the hook” for your unique offer.

The User The User is… A sub-segment of all users and potential users of the brand. It is a subset of the target audience. A like-minded group of people the marketer feels best personify the brand’s most avid fervent users (not purchasers). They are the people who love the brand and would attend its “convention.” The type of person consumers most closely associate with the brand. The User is NOT… A composite description of all users of the brand. The only type of person buying/using the brand. The only type of people the marketer is “going after.” The Media Target. The Media Target is much broader.

The User is…

A sub-segment of all users and potential users of the brand. It is a subset of the target audience.

A like-minded group of people the marketer feels best personify the brand’s most avid fervent users (not purchasers). They are the people who love the brand and would attend its “convention.”

The type of person consumers most closely associate with the brand.

The User is NOT…

A composite description of all users of the brand.

The only type of person buying/using the brand.

The only type of people the marketer is “going after.”

The Media Target. The Media Target is much broader.

The User When consumers think of the brand, where does it “fit”? What is the normal context? Champagne = New Year’s Eve + Special Occasions

When consumers think of the brand, where does it “fit”?

What is the normal context?

An Example Differentiated by Context allows you to copy, print, make signs, ship and do hundreds of other everyday business tasks Especially for … Brand X is the … that … because only Brand X … Hard-working multi-taskers who are based in a home office your branch office has 4400 locations nationwide

An Example Differentiated by Context Brings food, water and shelter to disaster victims Especially for … Brand X is the … that … because… People who want to help other families cope with disasters First responder to Natural Disasters Only Brand X operates in every US State and worldwide with the cooperation of 144 governments.

Position a Brand with a Context Brand Not the first… But the first… NyQuil Cold medicine Nighttime cold medicine Orville Redenbacher Popcorn Gourmet popcorn Miller Lite Beer “ Real” Light Beer CNN Network with news 24-hour News Network Crest Toothpaste Toothpaste with ADA Seal Gatorade Beverage Sports Performance Beverage Grey Poupon Mustard Gourmet mustard

The Context Context Evaluation Criteria Good leverage . Easily and readily highlights key features or benefits of your brand. The playing field selected must be to your advantage. Linkage . The Context should be one that is relevant to the User. There should be a logical link between the User and the benefits that flow from the Context. Simplicity . The more easily consumers can relate to the Context, the more clearly they will understand how the brand might fit into their lives.

Context Evaluation Criteria

Good leverage . Easily and readily highlights key features or benefits of your brand. The playing field selected must be to your advantage.

Linkage . The Context should be one that is relevant to the User. There should be a logical link between the User and the benefits that flow from the Context.

Simplicity . The more easily consumers can relate to the Context, the more clearly they will understand how the brand might fit into their lives.

Product What are the specific things that consumers remember about the brand? What are some of the features or benefits that consumers associate with the brand? What is the Meaningful Difference from the other offerings in the Context?

What are the specific things that consumers remember about the brand? What are some of the features or benefits that consumers associate with the brand? What is the Meaningful Difference from the other offerings in the Context?

An Example Differentiated by PRODUCT: Keeps your thirst quenched during serious exercise Especially for … Brand X is the … that … because… Athletes Replenishment Drink Professional athletes like Michael Jodran and Peyton Manning use Brand X.

The Product Primary feature or benefit that differentiates your brand from the competition Gives the brand a strong and memorable reason for being. Has obvious and strong appeal to the User.

Primary feature or benefit that differentiates your brand from the competition

Gives the brand a strong and memorable reason for being.

Has obvious and strong appeal to the User.

Differentiating by Product Evaluation Criteria Fact-Based. The more that the Product difference is supported by undeniable facts about your brand, the better. Targeted Desirability. The Product difference must be very appealing to the User. Benefits that are desired by everyone (e.g. “good value”) must be avoided – they don’t help differentiate a product or position it versus other brands. Preemptive. The stronger and longer the consumer is able to identify the Product difference with only your brand, the better.

Evaluation Criteria

Fact-Based. The more that the Product difference is supported by undeniable facts about your brand, the better.

Targeted Desirability. The Product difference must be very appealing to the User. Benefits that are desired by everyone (e.g. “good value”) must be avoided – they don’t help differentiate a product or position it versus other brands.

Preemptive. The stronger and longer the consumer is able to identify the Product difference with only your brand, the better.

The Brand Positioning Statement Evaluating a Brand Positioning Statement Distinctive and Different. A good positioning statement paints a distinct picture of the brand and clearly differentiates it from the competition. If consumers are shown the statement without the brand name, they should know what brand is being described. Cohesive and Complete. The three elements in the statement must logically support and mesh with each other. The statement must be complete and provide enough information to accurately position the brand without requiring additional information. Simple and Succinct. The statement must be worded simple and succinctly enough so that it is easy to comprehend and easy to reiterate to others in the organization.

Evaluating a Brand Positioning Statement

Distinctive and Different. A good positioning statement paints a distinct picture of the brand and clearly differentiates it from the competition. If consumers are shown the statement without the brand name, they should know what brand is being described.

Cohesive and Complete. The three elements in the statement must logically support and mesh with each other. The statement must be complete and provide enough information to accurately position the brand without requiring additional information.

Simple and Succinct. The statement must be worded simple and succinctly enough so that it is easy to comprehend and easy to reiterate to others in the organization.

Three Possible Scenarios Some positions are NOT clear.

Some positions are NOT clear.

2. Some positions are clear, but NOT effective. Three Possible Scenarios

2. Some positions are clear, but NOT effective.

Ineffective Positioning

3. Some positions are clear AND effective. Three Possible Scenarios

3. Some positions are clear AND effective.

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Team Exercise - Pair Up Write a brand positioning statements for one of the following pairs of brands: Dell and Gateway Gucci and Prada Wal-Mart and Target Honda and Toyota Clinique and MAC Home Depot and Lowe’s

Write a brand positioning statements for one of the following pairs of brands:

Dell and Gateway

Gucci and Prada

Wal-Mart and Target

Honda and Toyota

Clinique and MAC

Home Depot and Lowe’s

Men / Women / Babies Face / Body Woman’s Face

People Who Wear Sneakers Serious Athletes

Individual Exercise Write a brand positioning statement for your brand. Or refine the statement you have already written. Write a statement for your key competitor. Read each to the group, leaving out the names. Why was it easy or hard to guess the brand?

Write a brand positioning statement for your brand. Or refine the statement you have already written.

Write a statement for your key competitor.

Read each to the group, leaving out the names.

Why was it easy or hard to guess the brand?

Brand Manager Tips ™ Great brand positioning is simple and clear Get your top people involved – they need to support the result Be bold – middle of the road positioning is not memorable When working on an existing brand find what is already true Make every element of your marketing plan convey the brand message

Great brand positioning is simple and clear

Get your top people involved – they need to support the result

Be bold – middle of the road positioning is not memorable

When working on an existing brand find what is already true

Make every element of your marketing plan convey the brand message

David Vinjamuri [email_address] 212-543-3200 Thank You!

The Brand Architecture Components Product Attributes Functional Benefits Emotional Benefits Personality Icons

Product Attributes

Functional Benefits

Emotional Benefits

Personality

Icons

BRAND ARCHITECTURE PRODUCT ATTRIBUTES FUNCTIONAL BENEFITS EMOTIONAL BENEFITS PERSONALITY ICONS

1. Product Attributes Quick Serve Consistent Eat-in / Take-out Counter / Drive-thru Popular, basic items (burgers, fries) Inexpensive Lots of locations

Quick Serve

Consistent

Eat-in / Take-out

Counter / Drive-thru

Popular, basic items

(burgers, fries)

Inexpensive

Lots of locations

2. Functional Benefits Save time Satisfy hunger and thirst Whole family can enjoy Get toys in addition to food Don’t spend a lot of money

Save time

Satisfy hunger and thirst

Whole family can enjoy

Get toys in addition to food

Don’t spend a lot of money

3. Emotional Benefits No hassles No surprises Safe haven Treat / break from busy day Kids have fun “ Hero” with my kids

No hassles

No surprises

Safe haven

Treat / break from busy day

Kids have fun

“ Hero” with my kids

4. Personality / Values Happy Kid-Friendly Family-oriented Simple, Basic Trustworthy Community oriented American

Happy

Kid-Friendly

Family-oriented

Simple, Basic

Trustworthy

Community oriented

American

5. Icons Golden arches Red and Yellow colors Ronald McDonald Playgrounds Happy Meals Big Mac

Golden arches

Red and Yellow colors

Ronald McDonald

Playgrounds

Happy Meals

Big Mac