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Chapter 3 (brand positioning)
The document discusses brand positioning and provides guidance on how to effectively position a brand. It emphasizes that positioning is about how a brand is perceived in the mind of the consumer, not about the product itself. It provides examples of positioning statements and discusses the importance of understanding key insights about consumers' needs and beliefs to craft an effective positioning. The document stresses that positioning should be clear, consumer-focused, and competitive to differentiate the brand and be persuasive and sustainable.
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Chapter 3 (brand positioning)
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- 2. A concept sosimple, people have difficulty understanding how powerful it is!
- 3. What… Positioning isowning a piece of consumer’s mind Positioning is not what you do to a product It’s what you do to the mind of the prospect You position the product in the prospect’s mind ‘It’s incorrect to call it Product Positioning’ – Ries & Trout
- 4. Positioning Statement Format Thelanguage of a well crafted positioning usually takes this general form: “To (target market), Brand X is the (definition of business) that provides you with (stated point of difference/key benefit)”
- 5. Examples ColgateColgate isProtectionProtection LuxLux is GlamourGlamour Pond’s Dream Flower TalcPond’s Dream Flower Talc is ConfidenceConfidence AxeAxe is Sexual AttractionSexual Attraction GilletteGillette is QualityQuality
- 23. Why… The assault onour mind… The media explosion The product explosion The advertising explosion
- 24. How… The easyway to get into a person’s mind is to be first Xerox, Kodak, Polaroid, Sun TV If you didn’t get into the mind of your prospect first, then you have a positioning problem Better to be first than be best In the positioning era, you must, however, be first to get into the prospect’s mind
- 25. How… The basicapproach is not to create something new or different, but manipulate what’s already in the mind To find a unique position, you must ignore conventional logic Conventional logic says you find concept inside product Not true; look inside prospect’s mind You won’t find an uncola idea inside 7- up; you find it inside cola drinker’s head
- 26. ‘You concentrate on theperceptions of the prospect, not the reality of the product’ - Al Ries & Jack Trout
- 27. ‘It’s difficult tochange behavior, but easy to work with it’ - Paco Underhill
- 28. What you need… Understand the role of words and how they affect people Turtle vs. Lexus Be careful of change Disney Need vision Long term / Not on technology or fad
- 29. What you need… Courage To slug it out when others watch and wait Objectivity You need a backboard / a springboard Simplicity Not complicated or convoluted
- 30. What you need… Subtlety Unique position and appeal that’s not narrow Willingness to sacrifice Rexona wooing male and female Patience Geographical roll out / Demographic / Chronological Global outlook Taj Mahal tea
- 31. Guidelines Start bylooking not at the product but at the position in the market that you wish to occupy, in relation to competition Think about how the brand will answer the main consumer questions What will it do for me that others will not? Why should I believe you? Try to keep it short and make every word count and be as specific as possible Vagueness opens the way to confused executions
- 32. Guidelines Keep thepositioning up-do-date Give as careful consideration to change as you did to the original statement Look for a Key InsightKey Insight! An ‘Accepted Consumer Belief’‘Accepted Consumer Belief’
- 33. What is keyinsight? Key Insight is ‘seeing below the surface’ / ‘seeing inside the consumer’ Insight expresses the totality of all that we know from seeing inside the consumer An insight is a single aspect of this that we use to gain competitive advantage By identifying a specific way… That the brand can either solve a problem or Create an opportunity for the consumer
- 34. Key InsightKey Insight ‘‘Iwish to get marriedI wish to get married to a handsome prince’to a handsome prince’
- 35. Key InsightKey Insight ‘‘Fragranceof my current talc does not last longFragrance of my current talc does not last long and I miss opportunities to enjoy life’and I miss opportunities to enjoy life’
- 36. Key InsightKey Insight ‘‘Soapleaves my skinSoap leaves my skin feeling dry and tight’feeling dry and tight’
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- 48. More on keyinsight… It will require two separate thoughts to be related to each other in a new and fresh way Insight will generally be enduring Often the process will lead to several insights The one to use is the one that offers to be the source of greatest competitive advantage
- 49. More on keyinsight… No need for insight to change if you have identified the higher-order needs of consumers Keep asking ‘why’ to find the real need behind the obvious insight Remember, the insight is always the basis for a brand’s positioning
- 50. How to findone? What are the ways in which the category / brand can improve someone’s life? What are the conflicting needs that people face and that the brand can solve? How important is it that the product delivers? Who will notice? What is standard of excellence in the category? With every answer you get, you need to probe deeper: ‘Why is that?’
- 51. The 3C’s ofpositioning Be Crystal clear Be Consumer-based Be relevant and credible to the consumer Write in consumer language and from consumer’s view point Be Competitive Be distinctive Focus on building brand elements into powerful discriminator Be persuasive Be sustainable
- 52. And then… Thebrand name! The name is the first point of contact between the message and the mind ‘‘The brand name is a knife that cuts the mind toThe brand name is a knife that cuts the mind to let the brand message inside’let the brand message inside’ – Ries & TroutRies & Trout
- 53. Guidelines It’s notthe goodness or badness of the name in an aesthetic sense that determines effectiveness It’s the appropriateness of the same Name begins the positioning process, tells the prospect what the product’s major benefit is Fair & Lovely Close Up Krack Head & Shoulders Vaseline Intensive Care Body Lotion
- 54. Checklist: Brand name Should be simple Should be acceptable in all key languages Should be appropriate when geographically spread Should be amenable for easy registration