Chapter 3 (brand positioning)
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Transcript of Chapter 3 (brand positioning)
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Brand Positioning
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A concept so simple,people have difficulty understandinghow powerful it is!
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What… Positioning is owning 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
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Positioning Statement Format
The language 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)”
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Examples
ColgateColgate is ProtectionProtection
Lux Lux is GlamourGlamour
Pond’s Dream Flower TalcPond’s Dream Flower Talc isConfidenceConfidence
AxeAxe is Sexual AttractionSexual Attraction
GilletteGillette is QualityQuality
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Why…The assault on our mind… The media explosion
The product explosion
The advertising explosion
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How… The easy way 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
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How…
The basic approach 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
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‘You concentrateon the perceptions of the prospect, not the reality of the product’- Al Ries & Jack Trout
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‘It’s difficult to change behavior, but easy to work with it’- Paco Underhill
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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
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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
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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
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Guidelines
Start by looking 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
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Guidelines Keep the positioning 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’
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What is key insight?
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
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Key InsightKey Insight
‘‘I wish to get married I wish to get married to a handsome prince’to a handsome prince’
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Key InsightKey Insight‘‘Fragrance of my current talc does not last long Fragrance of my current talc does not last long and I miss opportunities to enjoy life’and I miss opportunities to enjoy life’
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Key InsightKey Insight‘‘Soap leaves my skin Soap leaves my skin feeling dry and tight’feeling dry and tight’
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Key Insights?
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Key Insights?
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Key Insight?Key Insight?
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Key Insight?
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Key Insight?
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Key Insight?
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Key Insight?
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Key Insight?
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Key Insight?
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Key Insight?
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Key Insight?
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More on key insight…
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
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More on key insight…
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
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How to find one? 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?’
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The 3C’s of positioning 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
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And then…
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 to The brand name is a knife that cuts the mind to let the brand message inside’let the brand message inside’
– Ries & TroutRies & Trout
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Guidelines
It’s not the 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
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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