Positioning B2B Brands In A B2C Way
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Positioning B2B Brands In A B2C Way

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Positioning is all about having an in-depth understanding of your target audience–from a very pragmatic to a highly emotional level. It is about understanding your target's key “care-abouts,” ...

Positioning is all about having an in-depth understanding of your target audience–from a very pragmatic to a highly emotional level. It is about understanding your target's key “care-abouts,” their needs, their wants, and their aspirations–in other words, the very fabric of their lives.

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Positioning B2B Brands In A B2C Way Positioning B2B Brands In A B2C Way Document Transcript

  • By Marianne Moore, Partner, Strategic Services, Stein + Partners Brand ActivationPositioning B2B Brands In A B2C WayMuch has been written about the difference between positioning B2B brands and B2Cbrands.Some say that positioning B2B brands should not be different than positioning B2Cbrands–that people are people whether deciding about a car or an enterprise softwaresolution. Others say this is true–but only to a point. In their view, positioning brandstargeting “prosumers” and small businesses is the same as positioning brands targetingconsumers.Yet there are those who say positioning a B2B brand, which requires building reputation,has to be considered very differently than positioning a B2C brand.As an experienced marketer who has spent half of her career working on consumerbrands and the other half on B2B brands, here is where I stand.Positioning is all about having an in-depth understanding of your target audience–from avery pragmatic to a highly emotional level. It is about understanding your targets key“care-abouts,” their needs, their wants, and their aspirations–in other words, the veryfabric of their lives.And in truth, peoples personal and professional lives are blending more and more thesedays. Yet one cannot ignore that people have different care-abouts and sensibilities intheir personal and professional lives. 1
  • What it all boils down to is getting actionable in view of these care-abouts andsensibilities. Getting to this level of understanding is the same process that one has to gothrough whether it is a consumer brand or a B2B brand.Ultimately, my perspective is that positioning aB2B brand can be accomplished by undertakingthe same type of analysis and due diligence intothe hearts and minds of the target that one takeswhen developing positioning for a B2C brand. Soyou might say, you are best-served by doing B2Bpositioning in a B2C way.Case in point: Recent positioning work we did forthe Chicago Board Options Exchange (CBOE)VIX product revealed that what institutionaltraders care about is managing risk (a pragmaticbusiness benefit). But what that really means, atan emotional level, is that they fear making amistake. This insight lead us to developmessaging and marketing for VIX that plays toboth the pragmatic and the emotional, butemphasizes the latter (see one of our adexecutions, at right).Since so much has been written on the topic of whether the art of positioning changeswhen marketing in the consumer world or in the business space, I’d love to know whatyou think.Read more: http://www.cmo.com/branding/positioning-b2b-brands-b2c-way#ixzz27aZDqwYc 2