This document discusses brand positioning strategies. It defines positioning as manipulating how a product is perceived in a consumer's mind rather than creating something new. Positioning involves both subtle changes to a product and messaging to secure a worthwhile position. The document outlines several positioning strategies including being first to market, simplifying messages, taking the against position, and finding unique positions by ignoring conventional logic. It also discusses challenges leaders face in maintaining their position and the risks of line extensions that dilute a brand name.
This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics.
Brand Storytelling: A Look at the Hero and Brand JourneyKim Donlan
Consumer decisions and behaviors are increasingly driven by the opinions, tastes and preferences of an exponentially large global pool of friends, peers and influencers. Social activities have become the place where consumers tell their stories. 70% of consumers hear of other's experience of brands and 65% learn about products and services. Brand storytelling is not about telling your brand story -- it is about making the consumer the hero. Today’s consumer has the ability to share their hero journey and it is our job as marketers to be the herald of their story.
How to design a Media Plan Project? It is easy to do it just with having a look at this Advertising Media Plan for Axe deodorant. It is a class project so feel free to share and download it. Just for educational purpose! Fall 2012. Coautors: Al CF, Leslie Montalbano, Clemence Paul and Jerron Granberry. University of North Florida
Analysis of a Harvard Business School case study on Procter & Gamble: Marketing Capabilities.
The analysis and the corresponding evidences from statistics will help one to understand how P&G continued to evolve and innovate as the world's largest marketer.
A practical guide for running an effective brand workshop with a company. From the marketing consultancy, ISSUE89, this presentation includes links to a branding packet and presentation for use in the actual session. See more at http://issue89.com/
This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics.
Brand Storytelling: A Look at the Hero and Brand JourneyKim Donlan
Consumer decisions and behaviors are increasingly driven by the opinions, tastes and preferences of an exponentially large global pool of friends, peers and influencers. Social activities have become the place where consumers tell their stories. 70% of consumers hear of other's experience of brands and 65% learn about products and services. Brand storytelling is not about telling your brand story -- it is about making the consumer the hero. Today’s consumer has the ability to share their hero journey and it is our job as marketers to be the herald of their story.
How to design a Media Plan Project? It is easy to do it just with having a look at this Advertising Media Plan for Axe deodorant. It is a class project so feel free to share and download it. Just for educational purpose! Fall 2012. Coautors: Al CF, Leslie Montalbano, Clemence Paul and Jerron Granberry. University of North Florida
Analysis of a Harvard Business School case study on Procter & Gamble: Marketing Capabilities.
The analysis and the corresponding evidences from statistics will help one to understand how P&G continued to evolve and innovate as the world's largest marketer.
A practical guide for running an effective brand workshop with a company. From the marketing consultancy, ISSUE89, this presentation includes links to a branding packet and presentation for use in the actual session. See more at http://issue89.com/
Brand Positioning and Branding Brand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and Branding Brand Positioning and BrandingBrand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positionin
Al believes the primary function of a marketing organization is to position the brand.
He also believes that Marketing is 90% strategy and 10% execution unlike Jack Welch who said “You pick a general direction and implement like hell.”
Improving product and cost cutting can not be marketing strategy. They are everyday business practice.
To enter a new category, new brand is a better solution instead of Line extension.
With right product, right name, the right target audience, the right position and right timing, most marketing program bound to work.
On a daily basis I hear Marketing buzz words bantered about and it becomes obvious people say them and don’t really even know what they mean. I think people use the sacred marketing words like relevant, equity or insights, because they figure no one will challenge them. Of course, everyone puts “strategic thinker” on their Linked In profile. The problem I see is that a generation of Brand Leaders have not been properly trained and it’s starting to show. For the past 20 years, companies have said “on the job” training is good enough. But now the lack of training is starting to show up. The mis-use of these words can be linked to the lack of understanding of the fundamentals of marketing.
Everyone needs to come back stronger. Marketing and marketing budgets will be challenged or removed, here are a number of actionable ways to put your brand front and centre to drive business change for short and long term success.
When you think of a brand the first thing that probably comes to
mind is a brand on livestock. Branding of a product should be
viewed as the same thing. When you have a successful brand, it
sets your product apart from your competition. You want your
brand to be able to expand your customer base and increase
your market share. The larger your customer base and market
share the more powerful your brand will become.
There are many factors that go into making a brand successful and
there are even more that go into keeping you brand successful. By
learning the basic steps, you will be able to put your brand on the
best possible path to success. You will find that marketing and
branding go hand in hand. A good brand will help your marketing
and strong marketing will help build a strong brand. It is up to you to
do your homework to ensure that you make the right decisions to
help your company build a strong brand.
Your goal is to build a brand that is the recognized leader in a given
category. This makes the consumer want to be aligned with your
brand and will seek it out at the store. It will give them the satisfac-
vi Introduction
tion that they have made the correct decision for themselves and
their family when they purchase your brand.
With the explosion of the Internet, now more than ever, companies
have the chance to go global and increase their sales and profits. By
following the steps that are outlined here, you will have the informa-tion
that you need to make your brand successful and have the ability to go
global both on the Internet and with a brick and mortar store.
This presentation is about radical differentiation for businesses. There are winners and losers in business. The winners learn how to RADICALLY differentiate their business from ALL competition.
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
In the new economy, Brand Love is the new currency, with marketing shifting to building big ideas, leveraging purpose-driven stories that are in the moment, creating consumer experiences that people talk about, managing ubiquitous purchase moments all helping to steer the brand’s reputation. Marketing has to focus on creating a brand reputation with consumers, and equally creating an organizational culture that reflects the brand’s soul. Instead of shouting your message at every consumers, the best brands confidently whisper to those most motivated by what they do, who then scream with influence to their friends. In the new world, the best brands now fight for a place in the minds and hearts of consumers.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...
Book Positioning the battle for your mind by Al Ries
1. POSITIONING
THE BATTLE FOR YOUR MIND.
Junaid Bhuri
Mohsin Ali
Muhammad Hassan
Tahira
Mustafa Zaheer
Shalim J Reuben
2. What is BRAND POSITIONING?
■ Positioning is not what you do to a product. Positioning is what you do to the mind of a
prospect. i.e., you position the product in the mind of the prospect.
■ The basic approach is not to create something new and different but manipulate what’s
already in the mind of the consumer. Retie existing connections.
■ Positioning does involve change to the product.
■ Cosmetic changes – in name, in price and the package are done to secure a worthwhile position
in the prospect’s mind.
3. The Easy way into the mind - Be First.
■ What’s the name of the first person to walk on the moon?
■ What’s the name of the second person to walk on the moon?
4. The Easy way into the mind – Simplify the message.
■ Oversimplify the message
■ Less is more. Simplify your message, simplify it some more if you want to make a long-lasting
impression.
5. The AGAINST position
- Avis is only #2 in rent-a-cars.
- For 13 years in a row, Avis lost money.Then they
admitted they were number 2 and Avis started to
make money.
- Recognized the position of Hertz and didn’t meet
them head-on.
FirstYear $ 1.2m
SecondYear $ 2.6m
ThirdYear $ 5 m
7. The UNCOLA position
- Alternative to Coke and Pepsi.
- Stepping on a ladder owned by someone else.
- Today 7up is the 3rd largest selling soft drink.
- WLKW radio – the unrock station.
- To find unique positioning – ignore conventional logic.
8. History shows the first
brand into the brain, gets
twice the long-term
market share of the No.2
brand and twice again as
much as No 3 brand
Position of a Leader
9. Hertz outsells Avis |General Motors outsells Ford |Mcdonalds outsells Mr.Burger
Establishing Leadership
You Just Get there
firstest
with the
mostest.
11. Despite being market
leaders in one category,
and having all the
resources at their disposal
many brand could not beat
the market leaders since
they were not first in the
market
The Failures of Leaders
12. In some categories the two leading brands run neck
to neck.
When two brands are close one or the other is likely
to get the upper hand and then dominate the
market for years to come.
The instability of equality
13. Short-term leader are
almost invulnerable,
Momentum alone carries
them.
Long term leaders focus on
goals which are of 5 years
away and beyond.
Strategies for Maintaining
Leadership
14. Never repeat the
obvious “we’re no 1”
Reflect if you have
defined your leadership
in your own terms and
not the prospect’s term.
What leader should not do
19. Covering with Multi brands
Multi Brand
Strategy is a
Single Position
Strategy
20. Covering with Broader Name
■ Sales management to Sales and Marketing Management
■ Housing and home finance Agency to Department of housing and
urban Development
■ FederalTrade Commission to Consumer Protection Agency
Broadening the name expands the purview of work
21. When a follower copies a
leader, it’s better
described as a me-too
response
Position of a Follower
22. Accent is on Better
rather than Speed
Why products Fail
23. Despite too many issues Samsung launched its
folding phone to be a market leader.
Why products Fail
25. Advise goes against ‘bigger and better’
“The power of positive thinking”
an attitude may sell a lot of books but can
destroy one’s ability to look for a creneau.
Cherchez le Creneau
29. Cherchez le Creneau
AIBO was an early Sony
Attempt to create a
household Robot.
AIBO had buggy
technology so they
positioned it robotic pet
30. REPOSITIONING:
Another name for brand repositioning is a strategic brand
alteration.
Also, keep in mind that repositioning requires more
effort and carefully formed strategies as compared to
rebranding.
31. WHY REPOSITION??
SALES ARE DECLINING
SALES BECOME STAGNANT
NEED TO REACT TO COMPETITORS
BRAND EQUITY IS WEAKENING
SHARE PRICES ARE DECLINING
DUE TO CERTAIN CULTURALCHANGES
BRAND LIFE CYCLE
33. Ads used lines
like
•Beware a cheaper cup of coffee.
It comes with a price.”
•“Starbucks or nothing. Because
compromise leaves a really bad
aftertaste.”
•“If your coffee isn’t perfect,
we’ll make it over. If it’s still not
perfect, you must not be in a
Starbucks.”
38. 1). Plants Seed
in Audience
mind
2).
Audience
Remembers
3). that Seed
need to grow
into image &
position
4). Brand
wants to own
in mind of
Audience
5). That Makes
the Great Brand
name
About Firm
What Brand
Name Does
42. THE LINE
EXTENSION TRAP
• Not successful every time.
• What does it mean to own a position in t
he mind?
• The brand name becomes a surrogate or
substitute for the generic name.
• What gets driven into the mind is not the
product at all but the "name" of the prod
uct.
• Essence of positioning -
to make your brand name stand for the gen
eric.
43. REVERSE LINE EXTENSION
• “Broadening the base“
• Some products need heavy levels of advertisin
g to keep the idea of the brand alive in the mi
nd
Same product, same package, same l
abel. Only the application has chang
ed.
44. WHEN LINE EXTENSION CAN WORK
• Short Term Advantages
• Because the line extension name is related to the original name,
it achieves an instant flash of understanding.
• Generates an instant flash of sales.
• Long Term Disadvantages
• Easy come, easy go.
• Line-extension names are forgettable because they have no independent position in the mind.
• The Shopping List Test (Kleenex, Crest, Listerine, Life Savers, Bayer and Dial)
• The Bartender Test
45. • A Name Is a Rubber Band - It will stretch, but not beyond a certain point.
• The more you stretch a name, the weaker it becomes.
• Line extension a "trap," not a mistake. It can work:
• If your competitors are foolish.
• If your volume is small.
• If you have no competitors.
• If you don't expect to build a position in the prospect's mind.
• If you don't do any advertising.
46. RULES OF THE ROAD
1. Expected volume: Potential winners should not bear the house name. Small
volume products should.
2. Competition: In a vacuum, the brand should not bear the house name. In a crowded field,
it should.
3. Advertising support: Big budget brands should not bear the house name. Small
budget brands should.
4. Significance: Breakthrough products should not bear the house name. Commodity produ
cts such as chemicals should.
5. Distribution: Off the
shelf items should not bear the house name. Items sold by sales reps should.
47. How to win the
Battle for the
Mind
It begins with the Name
Can we sum up our Position in one Single concept
Make mistakes : Avoid Line extension & broaden the base
Johnson & Johnson
Work Hard, Have Fun, Make History
Flying in the face of ordinary
48. Contoso
S u i t e s
A big company with a big reputation usually cannot
compete successfully with a smaller company with a
well-defined Position
But the best positioning ideas are so simple and
obvious that most people overlook them.
Think out of your self.
Faith in others and their ideas.
48
Brian Acton and Jan
Koum founded
WhatsApp in 2009
49. Contoso
S u i t e s
Steps to
Success
Language is the currency of
the Mind
49
Start with the mind of the prospect
Spend on research
Look at the bigger picture
Cannot appeal to everyone
50. Contoso
S u i t e s
Playing the positioning game.
• You must be careful of change.
• You must understand people
• You need patience & willingness
• Simplicity
• You need vision
• Better Strategy wins
You must understand People
you need a vision
Right Direction
Words are triggers. They
influence the thinking process.
50