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Brand Positioning

A concept so simple, people have difficulty understanding how powerful it is!

• 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

• Colgate • Lux is is Protection Glamour

• Pond’s DFT is
• Axe • Gillette is is

Sexual Attraction Quality

The assault on our mind…
• The media explosion • The product explosion • The advertising explosion

• So little message gets through that you ignore the sender and concentrate on the receiver

• The easy way to get into a person’s mind is to be first
– Xerox, Kodak, Polaroid, Sun TV, The Hindu, F&L

• 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

• 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

‘You concentrate on the perceptions of the prospect, not the reality of the product’
- Al Ries & Jack Trout

‘It’s difficult to change behaviour, but easy to work with it’
- Paco Underhill

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

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

What you need…
• Subtlety
– Unique position and appeal that’s not narrow

• Willingness to sacrifice
– The case of Nyquil – Rexona wooing male and female

• Patience
– Geographical roll out / Demographic / Chronological

• Global outlook
– Taj Mahal tea

• 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

• Keep the positioning up-do-date
– Give as careful consideration to change as you did to the original statement

• Look for a Key Insight!
– An ‘Accepted Consumer Belief’

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

Key Insight ‘I wish to get married to a handsome prince’

Key Insight
‘Fragrance of my current talc does not last long and I miss opportunities to enjoy life’

Key Insight
‘Soap leaves my skin feeling dry and tight’

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

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

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?’

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

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 let the brand message inside’ – Ries & Trout

• 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

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