Communication and positioning to show:

 Aspirational brand and Emotional association – togetherness and confidence

 The young customers of OCW are moving to imperial blue whose positioning is centred
around men will be men which was catching on youth. Capture the young customers –
Communication should be centred around young men (typically between 25-35)
 Different expression of masculinity
 The category codes have always centred around success, achievement and masculinity –
hence it is no more a differentiation. Positioning 2 lacks on this aspect which is again
focussing on victory, celebration, challenge and masculinity.
 A sense of recognition is a key motivator. He wants respect and admiration of his good
deeds by society – better demonstrated by positioning 1(ethics, respect, selfless, caring,
morals) – individual who can do no wrong