Influence your brand box and build you unique (pro-)position in the market makeadifference@stratcap.org www.stratcap.org

1. Window of opportunities

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Based on
communication overload,
diminishing interest in advertising,
limited budgets;
emotional differentiation (~life style)
of me-too concepts are
Complicated,
time consuming
and
expensive

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NONE market leaders
(as most brands are)
have to
fight
harder
smarter
and
be different
Back to basics –not -Back to zero

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•Differentiating Proposition
•Positive interest
•Trial Purchase
•Preference
•Repeat
•Loyalty
•Market Leader

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A brand is an experience
Living at the intersection of
Promise and expectation

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Marketing Complexity ??
95% of your success depends on 2 branding dimensions
Differentiating Proposition
(the relevant offer)
Differentiating Positioning
(the unique link secured in the consumers mind)

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WinnersPotentials
Sleepers
Losers
Brand BoxDifferentiating Positioning Differentiating Propositioning + -

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Differentiating PropositionProduct difference vscompetitionPrice / Value relation
Problem solving significance
Messenger’s Authority

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Differentiating Positioning
Brand awarenessEvoked Set Position
Brand consistency
Brand Recollection

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Influencing “The Black Box”
•Product
•Price
•Place
•PromotionMarketing Stimuli
•Economic Technological
•Political Cultural
•Demographic NaturalEnvironmental Stimuli
•Attitudes Motivation
•Perceptions Personality
•Lifestyle KnowledgeBuyers Characteristics
•Problem recognition Information search
•Alternative evaluation Purchase decision
•Post-purchase behaviour
Decision Process
•Product choice Brand choice
•Dealer choice Purchase timing
•Purchase amount
Buyers Response

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Resulting in…..
Consumer Insight
Competitive set
Targets
Consumer Benefit
Differentiator
Reasons to believe
Brand essence
Brand value
Attributes & Functionality
Personality
& Emotion
Your brand window

12. stratcap.org
Your strategic partner
Contact us
StratCapInternational Ltd.
216/4 DienBien Phu, D3, Ho Chi Minh City
0903 919 380
makeadifference@stratcap.org
www.stratcap.org