The 5th P: Why Positioning is even
more important in the digital era
11:15 am | Room 307 Presented by Mike Hayes
What is the 5th P in marketing?
“For consumers around the world,
Coca-Cola is the beverage that
provides deep down refreshment for
the body, mind and spirit, better than
any other alternative,
because only Coca-Cola uniquely
combines real cola taste (the burn
and bite at the back of the throat)
with a feeling of rejuvenation and
BRAND X Positioning Statement format:
To __________________________________________________ (TARGET AUDIENCE),
Brand X is the ________________________________________ (FRAME OF REFERENCE)
that ________________________________________________ (POINT OF DIFFERENCE)
TARGET AUDIENCE: Who uses the Brand?
FRAME OF REFERENCE: Where does the Brand fit?
POINT OF DIFFERENCE: What do people like about it?
SUPPORT: Why is it believable?
People are bombarded with messages
We live in a fast paced world, where
brands push out new content, every minute
of every hour of every day.
• Simplification – (less is more) ensure your positioning
is simple, clear and visually inspiring
• Connection – use a single BIG IDEA to connect users
with relevant, distinctive content at the right time
• Inspiration – enthuse your audience and lead them
down the right path with a believable story
The 5th P: Why Positioning is even more
important in the digital era