This document discusses strategies for successful brand repositioning. It argues that companies should focus on achievable rather than aspirational positioning. Three key steps for success are: 1) Ensure the repositioning is relevant to customers' frame of reference regarding the brand and situations of use. 2) Secure customer "permission" for the new positioning by leveraging emotional brand benefits. 3) Deliver on the new brand promise through consistent performance on important customer signals, such as product/service quality. An interim positioning can establish credibility while working towards a longer-term goal.
Are you looking for Professionally designed presentation on brand awareness? Not sure where to find best designs and diagrams on brand management and brand development? Here we are presenting content ready brand awareness PowerPoint presentation slides. All you have to do is click and download perfectly designed brand positioning slide presentation. Going further, this brand advertising PPT includes brand awareness roadmap, campaign, metrics, effective measurement, bar graph, charts, etc. and much more. Besides this we aim to provide you the best slides related to branding which are highly useful as well as impactful. To thoroughly cover every aspect, we provide PPT templates like consumer behaviour, advertising management, brand recall, brand recognition, consumer purchase decision, brand strength, brand plan, brand positioning and many more. To suit your requirements, download this brand awareness PowerPoint presentation graphics today! Our brand campaign, metrics and charts have significance role for ensuring your win over your audience. Don't allow envy to get the upper hand with our Brand Awareness PowerPoint Presentation Slides. Establish control over jealousy.
Rebranding Your A/E/C Firm: What, When, HowDavid Lecours
Your firm should be continually growing its expertise and capabilities. In the last 5-10 years, you probably added new markets and new services. You may have an entirely new strategic direction. Is the public perception of your firm keeping up, or is it stuck in the past? It could be time for a rebrand.
Rebranding is not a panacea. But done well, it can energize a tired brand. All A/E/C firm brands go through a life cycle. So it's nearly guaranteed that, at some point in your career as a firm owner or marketer, your firm will go through a rebrand. From gaining Board of Directors' approval, to budgeting, managing the process, managing expectations, and rolling it out, this can be a delicate process. Just ask Yahoo, The Gap, and UPS.
This slide deck is from a webinar designed to help you navigate the process of what, when, and how to complete a successful A/E/C firm rebranding.
Are you looking for Professionally designed presentation on brand awareness? Not sure where to find best designs and diagrams on brand management and brand development? Here we are presenting content ready brand awareness PowerPoint presentation slides. All you have to do is click and download perfectly designed brand positioning slide presentation. Going further, this brand advertising PPT includes brand awareness roadmap, campaign, metrics, effective measurement, bar graph, charts, etc. and much more. Besides this we aim to provide you the best slides related to branding which are highly useful as well as impactful. To thoroughly cover every aspect, we provide PPT templates like consumer behaviour, advertising management, brand recall, brand recognition, consumer purchase decision, brand strength, brand plan, brand positioning and many more. To suit your requirements, download this brand awareness PowerPoint presentation graphics today! Our brand campaign, metrics and charts have significance role for ensuring your win over your audience. Don't allow envy to get the upper hand with our Brand Awareness PowerPoint Presentation Slides. Establish control over jealousy.
Rebranding Your A/E/C Firm: What, When, HowDavid Lecours
Your firm should be continually growing its expertise and capabilities. In the last 5-10 years, you probably added new markets and new services. You may have an entirely new strategic direction. Is the public perception of your firm keeping up, or is it stuck in the past? It could be time for a rebrand.
Rebranding is not a panacea. But done well, it can energize a tired brand. All A/E/C firm brands go through a life cycle. So it's nearly guaranteed that, at some point in your career as a firm owner or marketer, your firm will go through a rebrand. From gaining Board of Directors' approval, to budgeting, managing the process, managing expectations, and rolling it out, this can be a delicate process. Just ask Yahoo, The Gap, and UPS.
This slide deck is from a webinar designed to help you navigate the process of what, when, and how to complete a successful A/E/C firm rebranding.
A brand strategy is a plan for brand management that answers the big questions: who, where, why, what and when?
Building a strong brand requires a continuous commitment to excellence and an understanding of the qualities that define
the brand.
Here a practical guide to help you outline a successful Brand strategy.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Introduction to branding
Faculty Name: Vishal Desai
Workshop for Brand Leaders to provide an overall planning process including business review, key issues, positioning and creating the annual Brand Plan
This deck consists of total of twenty seven slides. It has PPT slides highlighting important topics of Brand Launch PowerPoint Presentation Slides. This deck comprises of amazing visuals with thoroughly researched content. Each template is well crafted and designed by our PowerPoint experts. Our designers have included all the necessary PowerPoint layouts in this deck. From icons to graphs, this PPT deck has it all. The best part is that these templates are easily customizable. Just click the DOWNLOAD button shown below. Edit the colour, text, font size, add or delete the content as per the requirement. Download this deck now and engage your audience with this ready made presentation. http://bit.ly/2uoQcsP
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.
Workshop to provoke you to think differently and see how a brand’s BIG IDEA reflects the brand’s SOUL and transforms the experience and bond into a REPUTATION
This is one of the chapters of my new book: Beloved Brands. If you like this chapter, you can find the book on Amazon at https://lnkd.in/eF-mYPe
With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review.
Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business.
Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review.
Influence of Celebrity Endorsement on the Consumer’s Purchase DecisionDinesh Kumar
India is a country where people love to live in their dreams. They worship celebrities. Celebrities may be Cricket stars like Sachin Tendulkar, MS Dhoni or Film Stars like Salman Khan, Kareena Kapoor, Shahrukh Khan, and Katrina Kaif. They treat them as God. Marketers use this very preposition so as to influence their target customers existing or potential ones.
For this they rope in these celebrities and give them whopping amount of money. They believe that by doing this they can associate their products with their target customers. This is called celebrity endorsement.
Objective of this project is to know how celebrity impacts on consumer’s buying behavior. This project includes survey of 100 questionnaires. From this we can make an attempt to generalize the result to the whole universe. We have taken survey of 100 people including Male & Female.
A brand strategy is a plan for brand management that answers the big questions: who, where, why, what and when?
Building a strong brand requires a continuous commitment to excellence and an understanding of the qualities that define
the brand.
Here a practical guide to help you outline a successful Brand strategy.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Introduction to branding
Faculty Name: Vishal Desai
Workshop for Brand Leaders to provide an overall planning process including business review, key issues, positioning and creating the annual Brand Plan
This deck consists of total of twenty seven slides. It has PPT slides highlighting important topics of Brand Launch PowerPoint Presentation Slides. This deck comprises of amazing visuals with thoroughly researched content. Each template is well crafted and designed by our PowerPoint experts. Our designers have included all the necessary PowerPoint layouts in this deck. From icons to graphs, this PPT deck has it all. The best part is that these templates are easily customizable. Just click the DOWNLOAD button shown below. Edit the colour, text, font size, add or delete the content as per the requirement. Download this deck now and engage your audience with this ready made presentation. http://bit.ly/2uoQcsP
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.
Workshop to provoke you to think differently and see how a brand’s BIG IDEA reflects the brand’s SOUL and transforms the experience and bond into a REPUTATION
This is one of the chapters of my new book: Beloved Brands. If you like this chapter, you can find the book on Amazon at https://lnkd.in/eF-mYPe
With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review.
Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business.
Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review.
Influence of Celebrity Endorsement on the Consumer’s Purchase DecisionDinesh Kumar
India is a country where people love to live in their dreams. They worship celebrities. Celebrities may be Cricket stars like Sachin Tendulkar, MS Dhoni or Film Stars like Salman Khan, Kareena Kapoor, Shahrukh Khan, and Katrina Kaif. They treat them as God. Marketers use this very preposition so as to influence their target customers existing or potential ones.
For this they rope in these celebrities and give them whopping amount of money. They believe that by doing this they can associate their products with their target customers. This is called celebrity endorsement.
Objective of this project is to know how celebrity impacts on consumer’s buying behavior. This project includes survey of 100 questionnaires. From this we can make an attempt to generalize the result to the whole universe. We have taken survey of 100 people including Male & Female.
The times they are a-changin’…
And so you have learned about new business models.
Now, be ready for the next 10 disruptive waves.
10 Markets
10 Business Models
50 Examples
100+ Slides
Disruptive Education Model
Disruptive Banking Model
Disruptive Technology Model
Disruptive Media Model
Disruptive Cable & Telco Model
Disruptive Medical Model
Disruptive Travel Model
Disruptive Government Model
Disruptive Consumer Goods Model
Disruptive Retail Model
Produced by Thaesis
Supported by Trendwatching.com
A PROJECT REPORT
ON
“SIGNIFICANCE OF BRAND:
JAGUAR”
PREPARED BY:
JITENDRA RAMESH SANGLE
PROJECT GUIDE:
PROF. RAJEEV DEO
BRIHAN MAHARASHTRA COLLEGE OF COMMERCE, PUNE- 04
(A PROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF BACHELOR OF BUSINESS ADMINISTRATION DEGREE COURSE BY UNIVERSITY OF PUNE)
Seven Steps for Revitalizing Your BrandR. Jay Olson
If the time has come to re-energize your brand, follow this proven framework to get your CEO and executive team behind you to mobiliize your initiative, and ensure your company's investment drives profitable long-term growth and asset valuation.
Advertising Campaign Management Part 3Jennifer Sundstrom-F.docxSALU18
Advertising Campaign Management
Part 3
Jennifer Sundstrom-Fitzgerald
1
Learning Objectives
Analyze advertising campaign parameters
Identify how a creative brief facilitates effective advertising
Describe the implications of advertising management in the global arena
2
Advertising Campaign Parameters
Advertising goals
Media selection
Tagline
Consistency
Positioning
Campaign duration
Effective advertising campaigns require careful planning and attention to specific parameters including Advertising goals, media selection, tagline, consistency, positioning and campaign duration. We will review each parameter beginning with goals.
3
Advertising Goals
A primary goal of advertising is to build brand awareness among existing and new customers. The creative should inform and persuade them to make purchases and build brand loyalty.
4
Build brand awareness
Inform, persuade, support marketing efforts
Encourage purchase decisions
Building Brand Awareness
Successful brands possess two characteristics. Top-of-mind are brands a consumer mentions first when asked about brands in a particular product category – these are brands in our Evoked Set. Top choice is the brand within a product category that consumers prefer the most. So top choice requires top-of-mind. Brand equity, which is the level of brand strength perceived by consumers, leads to top-of-mind and top choice brands.
This is also applicable on the B2B side when business people are faced with modified rebuy situations. A common dilemma I had was for every Fox Graduation Ceremony, there are three per year, and the need for graduation program booklets. There was a printer who I always wanted to hire because I enjoyed working with them, they always had fair prices and delivered high-quality programs in a timely manner. However, due to non-profit regulations, I had to bid the job to at least three vendors. So my top-of-mind, first choice brand was always included but I had to add two other vendors as well. Tell story about Bill DeVece and misspelled student names and how wonderful he was in fixing these issues.
5
Brand image begins with awareness
Consumers recognize the brand
Brand equity leads to top-of-mind and top choice
B2B important in modified rebuy situations
Building Brand Awareness
Successful brands possess:
Top-of-mind
Top choice
The 10 Most Valuable Brands in the World per 2018 study
Coca Cola brand is a good example of a brand with these characteristics. Here is a recent list of a top 10 most valuable and recognized list of global brands. (click link)
6
Goal to Persuade
Dare to be Devoted Campaign
Every Kiss Begins with Kay Campaign
Another common goal of advertising is to persuade consumers that a particular brand is superior to others and should be their top choice. Both of these brands, owned by the same parent company (Signet), do extensive advertising, but only Kay Jewelers has successfully used the same slogan, “Every Kiss Begins w.
Brand management with respective of CaburyPrateek Pawar
All of us are consumers. We consume things of daily use; we also consume and buy the products according to our needs, preferences and buying power. These can be consumable goods, durable goods, specialty goods or, industrial goods.
Bridging the divide between brand and shopper marketingTNS
A new approach to mapping the shopper journey can drive more meaningful integration between brand and shopper marketing, and ensure brand equity translates into sales more effectively. We reveal the four principles that can connect your marketing strategy to what really drives buying decisions.
Brand positioning describes how a brand is different from its competitors and where, or how, it sits in customers’ minds. Positioning is what you do to the mind of the customer. The position of a brand is the perception it brings about in the mind of a target customer. A brand positioning strategy therefore involves creating brand associations in customers’ minds to make them perceive the brand in a specific way
Running Head INITIAL STRATEGY PAPER .docxjeanettehully
Running Head: INITIAL STRATEGY PAPER 1
INITIAL STRATEGY PAPER 2
Group A Initial Strategy Paper
Maria Daniels, David Gehl, Aisha Rasberry, Heather Otwell, & Lasheikca Willie
Saint Leo University
MBA 565 Marketing Management
Dr. Lorrie McGovern
November 4, 2013
Table of Contents
Business Definition------------------------------------------------------------------Page 3
Competitive Advantage-------------------------------------------------------------Page 4
Performance Objectives------------------------------------------------------------ Page 4-5
Key Success Factors-----------------------------------------------------------------Page 5-7
Strategic Assumptions---------------------------------------------------------------Page 7
Conclusion----------------------------------------------------------------------------Page 7-8
Business definition
Target market: Allstar Brand’s Allround product will be marketed toward the demographics of young adults with children and the mature, mainly because these two demographics tend to have a higher demand of our product. Children tend to catch colds from being around other children, who then spread it at home, and to other family members. As people mature in age, the immune system weakens and becomes more vulnerable to catching colds or developing allergies along the way. Allstar believes that by focusing on young families, having consistent delivery of quality products, and by continually focusing on the customer needs, we would help build the loyalty of a lifelong customer and capture future generations. Allround products will be known as the trusted product from the “cradle to the grave”, by offering quality products at a great price. Allstar can be conveniently located at a local grocer or wholesale store within the community.
Value and Satisfaction: Allstar Brand will use customer surveys, market data, and trial size offerings to the targeted market to help us understand their ever changing needs and to ensure satisfaction on our current products. For instance, market surveys have revealed that some consumers showed preference of capsule over liquid form for convenience, while some young families show preference of non-alcoholic formula for their children's medication. Reformulation would be a high risk, since Allround is already well known “as is” in the current market, but by doing so, that would show our commitment and willingness to customize our product to meet our customers need.
Competitive Advantage
Our major competitor is Ethik Incorporated with $395 million worth of sales, followed by Allstar Brands, B &B Health Care, Driscol Corporation and Curral. Ethik has a very strong management team, which works closely together in making decisions for the company. We gain the competitive advantage because our product is available at grocery stores and wholesale locations, which mak ...
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.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
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.
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
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
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.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
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
2. McKinsey Marketing Solutions 1
Overview
Many marketers are rethinking their brand’s positioning
because competitive pressures, new channels, and changing
customer needs have eroded their brands’ positions of
strength. However, increased marketing expenditures to
reposition brands often fail to produce any improvements
in either overall image or market share. Our experience
has shown that companies should focus on achievable
rather than aspirational positioning, and that three steps
can help ensure success:
1. Ensure relevance to a customer’s frame of reference.
I Be fully aware of the brand’s “frame of reference” so that a
repositioning strategy will resonate with customers.
I Look at a combination of customers’ attitudes and the
situations in which the brand is used to obtain the most
powerful customer insights.
2. Secure the customer’s “permission” for the positioning.
I Recognize that permission amounts to a reasonable and
logical extension of the brand in the customer’s eyes.
I Leverage a brand’s unique emotional benefits to carry customers
from their current brand perception to the intended one.
3. Deliver on the brand’s new promise.
I Identify the pathway of performance “signals” that will
convince customers of the new brand positioning.
I Develop product/service programs to ensure consistent
performance on these signals.
I Track and assess performance against customer signals
prior to launching the new positioning.
I Adopt an “interim positioning” to establish brand
credibility and performance.
3. McKinsey Marketing Solutions 2
An array of factors is requiring marketers today to
rethink their brand positioning. Changing customer needs
are often eroding the brand’s established position. At the
same time, increasing competitive pressures created by
new entrants and product innovations, and the prolifera-
tion of new channels and promotional campaigns, are
driving marketers back to the drawing board.
Many CEOs and CMOs, however, find themselves dis-
pleased with the results of their repositioning efforts.
Increased marketing expenditures devoted to repositioning
brands in the minds of consumers often fail to produce any
improvements in either overall image or market share.
Why do these well-intentioned efforts turn into marketing
failures? While there are many causes, companies often fail
to focus on achievable brand positioning rather than aspira-
tional brand positioning. Too often, their efforts target an
ambitious goal that outstrips the actual ability of the brand
to deliver on what it has promised to customers. Or the goal
is too far from customers’ current brand perception to be a
realistic brand objective. For example:
4. McKinsey Marketing Solutions 3
I In the late 1980s Oldsmobile wanted to revitalize its brand and
gear it to a younger audience. Thus marketers at General Motors
launched a creative campaign around the tagline, “Not your
father’s Oldsmobile,” highlighting the car’s improved styling and
new features. But for many younger consumers, this was too
much of a stretch for the brand. The product modifications did
not go far enough to meet the needs and expectations of the new
customer set they were targeting. As a result, Oldsmobile recog-
nized the need to shift its campaign. Eventually, GM closed its
Oldsmobile division.
I More recently, United Airlines’ Rising campaign attempted to
position the brand as the most passenger-centric airline, with a
clear understanding of customer problems and the solutions
needed to fix them. The campaign had the effect of raising expec-
tations, which were quickly deflated, however, by the brand’s
inability to deliver against the promises made as part of its bold
new positioning platform. Consequently, United was forced to
change its central brand message – no longer emphasizing Rising.
I Many high-tech businesses have recently repositioned them-
selves as e-business brands. However, little effort was made by
these brands to clearly differentiate themselves from one another,
despite the millions of dollars spent on elaborate marketing
programs. The net effect, according to our research, has been to
sow confusion in the minds of customers, rather than to forge
strong brand identities.
These examples – and most marketers can cite many others –
underscore the imperative to pursue a brand positioning that is
eminently achievable, not just attractive. Based on our experience,
three steps can help ensure that they make this distinction: 1) ensur-
ing relevance to a customer’s frame of reference; 2) securing the
customer’s “permission” for the positioning; and 3) making sure
that the brand delivers on its promise.
5. McKinsey Marketing Solutions 4
Be Relevant to the Customer’s Frame of Reference
When repositioning a brand, it’s essential for marketers to capture
not just the emotional and physical needs of the customer, but the
dynamics of the situation in which those needs occur. We refer to
this as the customer’s “frame of reference.” For example, while iso-
tonic beverages like Gatorade and Powerade are thirst-quenching
drinks, consumers tend to think of them in the broader context of
sports, exercise, and physical activity. Importantly, the frame of
reference sets the parameters for customers’ consideration set –
the brands they will choose from.
Indeed, most customers have a very specific definition of what the
brand is and what it can be relative to their frame of reference.
Repositioning a brand too far from this frame of reference creates
customer confusion that makes a positioning unsuccessful.
Determining the Frame-of-ReferenceTable 1
1. Attitudes (vertical)
• Variations in customer needs
Functional
Emotional
• Product/service preferences
Look for alignment with...
2. Situations (horizontal)
Situation 1:
Situation 2:
Situation 3:
Situation 4:
Consum
er
Segm
entA
Consum
er
Segm
entB
Consum
er
Segm
entC
Consum
er
Segm
entD
Consum
er
Segm
entA
Consum
er
Segm
entB
Consum
er
Segm
entC
Consum
er
Segm
entD
6. McKinsey Marketing Solutions 5
Attempting to reposition Gatorade, for example, within a social,
lighthearted context would probably be stretching the brand too
far from the current sports/physical activity frame of reference.
Similarly, a communications company known for data services for
business customers would likely be positioning the brand too far
outside of the customer’s frame of reference if it suddenly tried to
launch a “friends-and-family” calling plan.
Being fully aware of the frame of reference for a brand can help
ensure that its repositioning strategy will resonate with customers.
But the frame of reference is usually a combination of both cus-
tomers’ attitudes and the situations in which the brand is used. As
a result, we typically find the most powerful customer insights and
segmentation come from looking at a combination of these factors
(see Table 1).
3. Need States (matrix)
Situation 1:
Situation 2:
Situation 3:
Situation 4:
Consum
er
Segm
entA
Consum
er
Segm
entB
Consum
er
Segm
entC
Consum
er
Segm
entD
7. McKinsey Marketing Solutions 6
I In some categories, customers’ broader attitudes are the domi-
nant factor. How customers think about pet-related brands,
for example, can be seen in the context of how they treat their
own pets – whether they view them as family members, best
friends/companions, or in a less personal way. If customers view
pets as family members, the optimal message for the brand will
appeal to such human qualities as nurturing and pampering.
This “family member” orientation or frame of reference may
help support a brand extension to a full range of pet services,
such as grooming and accessories.
I Other customer needs are not as consistent, but better under-
stood within the context of specific situations or sub-categories.
In the field of airline travel, for example, the customer’s frame of
reference may be a function of the type of trip they are taking.
The customer who is used to traveling within the U.S. in
cramped coach-class conditions, for example, will have a much
different set of needs and expectations than the traveler who is
used to flying to international destinations with all the comforts
of first-class service.
I As a result, in most instances the frame of reference is built upon
a combination of both of the above attitudinal and situational
forces. For example, while consumers may generally have a
health-conscious attitude about the foods they eat, on certain
“special” occasions they may allow themselves to become more
indulgent, creating what we call a “need state.”
Securing the Customer’s “Permission”
Establishing the frame of reference does not automatically trans-
late into successful brand repositioning. To reach that end point,
marketers must first ensure they have the customer’s “permission”
to claim the new ground to which the brand aspires. Because that
permission amounts to a reasonable and logical extension of the
brand in the eyes of the customer, it requires building a “bridge”
that can carry customers from where they perceive your brand
8. McKinsey Marketing Solutions 7
to be today to where you want to take it in the future. Thus, for
the Celestial Seasonings brand, the bridge leverages customers’
perceptions of the brand as “organic, natural, and healthy” to
allow the brand to extend from its core product offering of teas
into herb-based and “alternative” vitamin and mineral supplements.
Similarly, Marriott uses customers’ perceptions of the brand as a
leader in hotels and “living-care” to extend the brand into assisted
living for senior citizens.
Bridges are often best built when they leverage the unique emo-
tional benefits or identity elements of the brand’s equity that are
relevant to its customers (see Table 2). Emotional brand benefits
can provide the most powerful source of brand permission. If a
brand is currently meeting the customer’s emotional needs, then
extension of that brand into an allied product/service arena
Brand Equity Elements: Luxury Automobile Brand ExampleTable 2
Intangibles
Tangibles
Who the
brand is
Brand
Identity
Brand
Benefits
What the
brand offers
Evolution Will become
the leader in high-performance
machines
Personality Intelligent,
athletic, dedicated
Reputation Known for innovative
design and performance
Origin Made individually by European engineers
Relationship Has related affinity programs
that I want to get involved with
Process Has a dealer network that
knows my profile wherever I go
Functional Offers cars with
very responsive handling so
I can drive with agility
Presentation Has a distinctive logo
incorporated into select design
elements (e.g., wheels)
Activities Sponsors premiere
racing events
Perceived Value Very
expensive, but worth it
External Tells others I'm successful
Internal Makes me feel pampered
Intangible
Associations
Presence
RationalBenefits
Em
otionalBenefits
9. McKinsey Marketing Solutions 8
becomes much more plausible and acceptable – the extension is
likely to be granted customer permission. For example, the strong
emotional benefits associated with the Hallmark brand in greeting
cards allowed for the extension of the brand into wrapping papers,
ornaments, and other products with emotional ties to celebration
and commemoration.
A strong brand identity can also help marketers secure the desired
permission from consumers. Because Victoria’s Secret owns or is
associated with the notion of intimate moments, for example, it
would be easier for that brand to get permission to introduce a
new line of lingerie or perfume with a sensual connotation than
it would be to launch a line of jeans or handbags.
In repositioning, marketers must embrace the idea that they are
brand “stewards,” while customers define their relationship with
the brand and determine the basis for the relationship. A steward
must spend more time deeply understanding what customers really
think about the brand and where potential “bridges” to growth
and new positionings exist. For example, Smuckers could leverage
the “wholesome goodness” their loyal customers attribute to them
instead of solely focusing on themselves as fruit processors.
Make Sure What You Say Is What You Do
After the brand position has been developed, marketers must ensure
the brand performance is able to live up to its new promise. While
“do what you say” has always been Rule No. 1 for building brand
equity, following that rule can be a significant challenge for many
companies. This is particularly true in service industries, given the
need for tremendous organizational change, and industries that
require long lead times for organizational or infrastructure changes.
Such changes occur at the same time customers are being presented
with the new brand position. Three important steps can help win
customer acceptance:
10. McKinsey Marketing Solutions 9
I Identify the pathway of performance “signals” that will convince
customers of the new brand positioning so that what you say
is in fact what you are able to do. We have found that you can
quantify which brand elements are more important for creating
the desired impact on the customer’s overall brand image and how
these elements impact each other in the process (see Table 3).
Marketers should not attempt to cover the waterfront here,
but instead focus on the relevant interrelated “hot buttons” that
will clearly convey the message. For example, in the case of a
Quantitatively Linking Brand Performance “Signals”
to Desired Customer “Take-Aways”
Table 3
Technology brand
pathway example
Personality signals
Service signals
Product signals
"Humanizing
technology for
everyday people"
Optimal brand signal pathway
Overall positioning essence
Contemporary
(.11)
Gives me a
hardware upgrade
program
(.15)
Latest
features
(.08)
Innovative
design
(.13)
Caring
(.58)
CSRs understand
my unique needs
(.31)
Customized
hardware
(.35)
0.40 = pathway coefficient
Professional
(.61)
Techs work with
me until the
problem is solved
(.42)
Specific
application
platforms
(.40)
11. McKinsey Marketing Solutions 10
technology brand positioning itself as “humanizing technology
for everyday people,” the strongest set of pathways to the
positioning came from product signals such as customized hard-
ware and specific application platforms (e.g., games, household
management) rather than from equipment with the latest
features and innovative design. The pathway modeling also
indicated the strong signal value of the brand’s customer service
representatives having an understanding of an individual cus-
tomer’s needs. This important service signal led to the broader
customer perception of the brand as caring – an important
personality signal for the brand to deliver on its positioning.
Additionally, the marketer learned that having technicians
follow through with customers to issue resolution was a critical
service signal that led to the broader personality signal of the
brand being professional – another key for the brand to live up
to its positioning. With these insights, the marketer could allo-
cate resources accordingly, ensuring that the more important
signals were being appropriately supported.
I Develop necessary product/service programs to ensure consistent
performance on these signals to the customer. For example, if the
brand positioning is built around superior customer satisfaction,
but frontline sales people are measured on revenue rather than
satisfaction, it is unlikely that consistent performance will be
achieved. So, if airline gate agents are the first and most impor-
tant contact point for customers, they should be empowered to
solve customers’ issues instead of redirecting them to customer
service personnel. In the technology brand example, given the
importance of the customer service representatives and service
technicians, there should be a greater emphasis on the quality of
the service delivered rather than on the number of customers
that can be serviced over a given time period.
12. McKinsey Marketing Solutions 11
I Make sure approaches are in place to track and assess your
performance against these customer signals prior to the formal
launching of the new positioning. Applying rigorous quality
assurance procedures to key elements of the new brand experience
will often ensure that customers are not disappointed, or fail to
have their expectations met. Current data-collection methods
allow for rapid response and can be leveraged to determine
whether the launch programs are having their desired effect on
brand perceptions.
Due to the complexities of brand positioning, many marketers
are correctly choosing to move to an “interim positioning.” This
interim positioning is designed to establish brand credibility and
performance on the road to fully achieving the longer-term aspira-
tional positioning. Such a positioning focuses on those aspects of
the brand on which the organization is currently able to deliver.
Interim positioning is often essential when a brand stakes out new
territory considered “up market,” addresses an important or long-
standing deficiency, or is attempting to redefine its competitive set.
As the brand evolves (based on customers’ changing perceptions),
additional components of the new platform can be put into place
and confidently communicated to consumers. Target Stores suc-
cessfully employed an interim positioning as it evolved the brand
up market from a position as a discount retailer of national brands
to a contemporary “urban chic” retail brand providing good value.
The interim positioning emphasized value without sacrificing style
and involved specific merchandising efforts such as stylized color
blocking and associations with name designers (e.g., Frank Gehry).
As the brand evolved to its current positioning, it further empha-
sized the “designer” theme in its advertising, often having models
wearing various housewares as high fashion.
13. McKinsey Marketing Solutions 12
By focusing on achievable instead of aspirational brand position-
ing, companies can help ensure meaningful market share results
while enhancing their brand image. This requires, however, that
the new brand position fits comfortably within the customer’s
frame of reference, and that it not attempt to overreach. Marketers
must also secure the customer’s permission to extend the brand by
building a bridge of relevant benefits to carry customers from the
current to the intended brand position. Implementing the perfor-
mance delivery systems to ensure the brand is able to live up to its
new promise is the final critical step in building and executing
a successful brand positioning program.
– John T. Copeland is a Principal in McKinsey’s Marketing Practice
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