ByAJIBADE, A. Oluwaseun

Ed Penexus Consulting, Lagos.

a concept so simple that people have difficulty in

understanding it

Positioning is owning a piece of the consumer’s mind!It is NOT what you do to a product, it is what you do

to the mind of the prospect!BOTTOMLINE in Brand positioning is to placing your

product in the mind of the prospect.

COKE --- Happiness

GLO --- Ruling/leadership

COLGATE --- Protection

AXE --- visibility

The assault on our mind.The product explosion.

The advertising explosion.So little message ever gets through so much that you

ignore the sender and focus on the receiver.

The easy way to get into anybody’s mind is to be the first…

If you do not get into the minds of your prospect first, then there is problem with your positioning.

It is what I tag the law of first mention…

…By being the first I do not necessarrily mean the first in the industry….

The basic approach is not to create something new, or different but rather manipulate what is already in the mind…

Now do you see the relevance of this?

To find a new position, you must ignore conventional logic.

Conventional logic says you find concept inside the product (not true)

Any concept you develop must be about the most important element in any business…

The most important element in any business is your prospects… you must look inside them to find what they need…

People gravitate naturally towards those who tell them what they want to hear…

Example… churches!

You concentrate on the perceptions of the prospect, not the reality of the product.

Subtlety: unique position and appeal that's not narrow

-Willingness to sacrifice.: Consider the man chasing a woman scenario.

-Patience: Geographical roll out/demographical/chronological

Global Outlook.(Promise pure water example)

...Start by looking not at the product but at the position in the market that you wish to occupy in relation to the competition

...Think about how your brand will answer the main consumer questions

What will it do for me and the others will not?Why should i believe you?

Think to kip it short and make every word count and be as specific as possible.

-Vagueness Opens the way to confused executions...Look for key insights

An accepted consumer belief

It is seeing inside the consumer.It is a single aspect of branding that we use to gain

competitive advantageBy identifying a specific way;

That the Brand can either solve a problem orCreate an opportunity for the consumer.

• What are the ways in which the category/brand can improve life?

• What are the conflicting needs people face that the brand can solve?

• How important is it that the product delivers? who will notice?

• What is the standard of excellence in the category?• With every answer you get, you need to probe deeper.

Why is that?

1. Be Crystal clear.– Answer the 3 impt questions succintly and clearly;

what you do, who you do it for, where you do it.1. Be Consumer based

• ''be relevant and credible to the consumer”• "write in consumer language from the consumers view

point“

3. Be Competitive• "be distinctive"• "focus on building brand elements into powerful

discriminator."• "Be persuasive"• "Be sustainable"

The brand 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 ad lets

the brand message in“ Ries & Trout

"the brand name is a knife that cuts the mind ad lets the brand message in“

Ries & Trout

• It is not the goodness or badness of the name in anesthetic sense that determines effectiveness; it is the appropriateness of the same.

• Names begins the positioning process, tells the prospect what the product's major benefit is;

• fair & lovely• Closeup• Krack• Head & shoulder• Vaseline...

“I do not care about what you do, until I know how credible you are”

Eliot Spitzer.

Thank youThank youEseEse

NdaaluNdaaluMugode!Mugode!