D2C Insider Elevate , Global Selling Summit Bengaluru - Developing Brand Positioning for Global Markets by Deepthi Karthik, Decision Pinnacle

1. Developing
Brand Positioning
for Global Markets
GROWTH MARKETING CONSULTANCY

2. 30 Mins
15 MINS
Context - Developing a Brand Positioning
10 MINS
Illustration- Brand Play in Global Markets
5 MINS
Summary - 5 things to do when going global

3. The Brand Positioning Paradox
• You already have this!
• Brands must revisit their positioning every 2-
3 yrs. to account for its natural evolution
• The power of H2H enables long term
brand equity
• Have you heard of Brand Marketing 3.0?
• Global Marketing Shift – positioning moved
from being product centric to value and
happiness driven

4. The Brand Positioning Evolution
Brand core
Brand purpose (why you exist)
Brand vision (what you aim to achieve)
Brand values (what you stand for)
Brand positioning
Target audience (your customers)
Competitors (similar brands in same space)
Awareness channels (your primary marketing)
Brand persona
Brand personality (brand’s human characteristics)
Brand voice (your tone and how you “speak)
Tagline (a slogan that defines your purpose)

5. Case Study
Category
Mattress , Furniture,
Home Decor
Competition
Wake fit, Sleepy Cat
Sleep Company,
Solimo etc
Consumer
Digital Native
25- 45 yr old
• Product Innovation rare in
Furniture Category
• Low Frequency buy category –
Mattress is bought once in 8 yrs
• Aggressive Heavy spender
Challenger Brand
• Well Established Leader
• Don’t Want old Brands like
Kurl-on, Springwell , looking for
new age brands and solutions
• Not engaged with brand
currently
Fabulous Living

6. Brand Imagery
⮚ Dull light play
⮚ Boring expressions
⮚ Fake poses
⮚ No relatability
⮚ Uninspiring model
NO DISTINCT PERSONA
Zero Differentiation in content language in a cluttered
segment of furniture and mattress can immediately harm a
brand’s imagery. It’s critical to start content creation after
identifying a brand persona.
LOW AWARENESS &
ENGAGEMENT
Highly sales and product oriented content with templatized
designed were used on social. The same was also
promoted using media budgets to gain engagement and
followers. However this strategy hits a wall as platforms
now seek to push organic reach and engagement.
LOW CONVERSION RATE
With regular run of the mill imagery and communication,
little chance is left to high performing optimized content – be
it on Meta Business Ads, Google Discovery or even
website. Low CTRs and conversion are an indicator of bad
content.

7. Brand Imagery Shift
30% increase in ad
conversion
OMNICHANNEL SYNC
FOR COHERENT
COMMUNICATION
CONTENT CREATED
TO ESTABLISH
DISTINCTION
BRAND PERSONA
IDENTIFIED AS FUN
LOVING JESTER
POSITIONING ESTABLISHED
THROUGH NEW
CAMPAIGN INSIGHT
• Position the brand as exemplar with strongly distinct personality.
• If product innovation is only slightly incremental, drive a disruptor, feisty underdog personality for the brand.
• Ridicule the established norms and find passion in your positioning.
• Brand Positioning shift from selling great products for Fabulous Living to creating Homes that don’t Judge for Fabulous Living
Almost 100%
increase in
ORGANIC REACH on
Social

8. Brand Positioning Formulae
IDENTIFYING TG DECODING COMPETITION
DEVELOPING A WINNING BRAND
PROPOSITION
RELEVANCE | QUANTIFIED VALUE | DIFFERENTIATION

9. Brand Positioning Benchmark
• Is it Clear, Concise and Compelling?
• Is it aligned to your brand values and personality?
• Will this brand positioning serve your Brands
Mission and Vision
• Does the brand positioning give a clear answer on
activation?
• Who should be the brands to partner with?
• What are the Do’s and Donts for the brand
• Objectively compare own product to competition
from consumers view point who will they swipe
right on?
Headline
Whats is the end benefit in one short sentence? It make mention the product/customer. Make it an attention Grabber
Sub Headline
A paragraph explaining what you do/offer, for whom and why its useful
Reason to Believe
3 bullet points listing key benefit or feature

11. Brand Positioning Best Practice
Create beauty that moves the world
Brand Purpose
Brand Positioning From “beauty for all” to “beauty for you”
Tagline
You are worth It
Beauty Tailor
Made for you
Beauty of
tomorrow
To make every
beauty aspiration
a reality
New Vision of
Beauty
Diversity &
Inclusion
Climate Conscious Innovation Technology

12. Brand Play In Global Markets
Consumer Need Based Marketing
ASIA: Sense of approval, trust and word of mouth.
Celebrities maximum in Asia.
<Booming middle class>
EUROPE: Security, peace, privacy, opportunity. Individual
and social progress is key.
<Stable middle class>
USA: Social status, aspirational value and materialistic,
social validation
<Shrinking middle class>

13. Brand Play In Global Markets
Glocal Positioning
ASIA: Culture. Stardom. Togetherness.
EUROPE: Creativity, expression and inclusivity.
USA: Individuality and individual progress. Validation.

14. Brand Play In Global Markets
Stereotypes
Efficient,
hardworking, and
rule-abiding
Use images of
German
products, such as
cars and machinery,
in their marketing
campaigns to convey
a sense of quality
and reliability.
Hospitable and
welcoming/laid-back
and relaxed
use images of
Greek
food/beaches in
their marketing
campaigns to convey
a sense of warmth
and hospitality/fun
and relaxation
Sweden is
Environmentally
conscious and
concerned about
sustainability/modes
and understated
use images of nature,
such as forests and
lakes, in their
marketing campaigns
to evoke a sense of
environmentalism/min
imalist approach in
marketing campaign
Being polite,
reserved, and
traditional
Use of
British
landmarks
(Buckingham Palace
and the Houses of
Parliament) in
marketing
campaigns to evoke
a sense of tradition
and sophistication.
Friendly, outgoing,
and relaxed.
use images of
Spanish
beaches and
festivals in their
marketing
campaigns to evoke
a sense of fun and
excitement.
Direct and to the
point in their
communication/tole
rant and open-
minded
use a more
straightforward and
direct approach in
their marketing
campaigns
Fashionable,
sophisticated, and
romantic.
use images of
French
landmarks, such as
the Eiffel Tower and
the Louvre Museum,
in their marketing
campaigns to evoke
a sense of luxury
and romance.
Passionate,
expressive, and
family-oriented.
use images of
Italianfood,
such as pizza and
pasta, in their
marketing
campaigns to convey
a sense of warmth
and togetherness.

16. Cultural Nuance
Indian Chinese
Cable TV owner Internet Service
Protagonist escapes Protagonist surrenders
(Chinese message of social
harmony)
Movie set in India Movie set in Thailand (to not
show corrupt Chinese cops)
166 min (Slow burn) 112 min (Shorter attention
span)
Builds a story alone Also does digital hacking to
change facts
GLOBAL STORYTELLING.
LOCAL NUANCE.

17. 5 things to do when going global
• Understand TG & competition-Local Market
Premium Mattress in India is mass pricing in US
• Repackage for Local Context
Red is the color of Devil in Middle East
• Recruit Local Talent
Nokia became NO-KIYA when done by Finland Team
• Don’t Translate, Transliterate
Whistle Podu translated in Hindi is “Seeti Daalo”,
transliterated is “Seeti Bajao”
• Adapt for Culture & Politics
Hospitals in middle east don’t show children taking older parents as
they do in India, Instead Imagery is of nuclear families.

18. Brand Proposition for Global Markets
1. Develop a Unique Value Proposition for global Citizens
2. Clear and consistent brand identity (same language, different regions)
3. Digital driven marketing
4. Obsess on Customer Experience (great website, friendly policies, attractive packaging)
5. Find similar target audience across geographies as your core TG
Look for Global Consumer Pain points however act locally to solve for it.
Build a Brand proposition that is rooted in Human Spirit and can metamorphosize into communication worldwide

19. About Us

20. Modes of Engagement

21. Deepti@decisionpinnacle.com
+91-9654556552