Here\'s a good way to test your brand. If you are confused by anything in here, we can help you to understand it and apply it to your company.

1. POSITIONING A BRAND [FIG. B07]
(RETIRE EARLY)
RADICALLY UNIQUE POSITION
EXTREMELY IMPORTANT TO AUDIENCE
(SOCIAL SECURITY)
In an era of highly competitive offerings, a brand’s success will depend on its ablility to
break through the clutter with a unique position that is extremely important to the audience. © 2008 Pivot Lab

2. BRAND INFLUENCE [FIG. S03]
EXPERT
INFLUENCE
BRAND
MESSAGE
DECISION
MAKER
PEER
INFLUENCE
It is important to understand who you will need to entice with your messaging and what
they will do with the message. Will they make the purchase or influence those who do? © 2008 Pivot Lab

3. BRAND LIFECYCLE [FIG. C06]
REVISE STRATEGY
REVISE STRATEGY
th
row
yG
alt
L oy
BRAND LOYALTY
ed
ti nu
Con
IMPLEMENT
wth STRATEGY
Gro
lty
ya
d Lo
e
t i nu
Con
IMPLEMENT
STRATEGY
BRAND OVER TIME
Consumers have a very short attention span and interest quickly starts to wane causing alternative offerings
to become more interesting. Smart companies anticipate this decline of consumer satisfaction and begin to
modify their brand strategy before a loss of loyalty occurs. © 2008 Pivot Lab

4. BRAND EXPERIENCE OPPORTUNITIES [FIG. I09]
TOUCH SIGHT
SCENT SOUND
TASTE
A consumer must have a completely consistent brand experience with
any or all of their 5 senses before they will offer any loyalty to your brand. © 2008 Pivot Lab

5. CAPTURING AUDIENCE [FIG. C04]
EXPECTATIONS MET OR EXCEEDED
IDENTIFY WITH AUTHENTICITY
t
nd Touchpoin
INFORMATION GATHERING
EXPERIENCE
t
nd Touchpoin
BASIC CRITERIA WOW!
CHARACTER
Bra
t
Values / Personality
nd Touchpoin
POSITIONING
Bra
Au
t
nd Touchpoin
Differentiator
dienc Respon
d
ARENA
Bra
LOYALTY
e
Au
Business Category
dienc Respon
d
Bra
CHOICE
e
se
Au
dienc Respon
d
CONSIDERATION
se
Au
e
dienc Respon
d
AWARENESS
e
se
se
Audience progression from initial interest in meeting basic criteria all the way to loyalty is a demanding
journey for a brand. Every encounter an audience has with a brand must be met with an authentic, clear
and appropriate response. Many company marketing efforts are satisfied with excellent positioning,
however very few consumers are. The audience demands much more than positioning and a brand
must intentionally meet them at every level. © 2008 Pivot Lab