5/20/2021 IGN ITOR Student

tion to the change, F&G modified the brand name from Oil of Olay to simply Olay. They also Positioning
altered the logo to look more modern and reduced the amount of writing on the package to
make it more appealing to younger consumers. The new name and look appealed to younger
women without alienating baby boomers and older women who had been Oil of Olay's core
NOTES
consumers.
Brands sometimes must be repositioned in order to grow and prosper. Oil of Olay’s ma-
ture image was unappealing to millions of younger consumers who also were turned off
by the thought of using what they imagined to be a greasy, oily product. By dropping Oil
from the name and updating the packaging, F&G reinvigorated this old, successful brand.
Interestingly, the name Olay, which originally was made up by the chemists who developed
the product, is a surprisingly good name when marketing the product globally. The word
is easily pronounced in most languages and hints at being of Spanish origin with its similar
pronunciation to the Spanish word olé, which is a shout of approval to a bullfighter or other
performer.13

Implementing Positioning:
Know Thy Consumer
Marketing communicators direct their efforts toward influencing consumers’ brand-related
beliefs, attitudes, emotional reactions,and choices. Ultimately, the objective is to encourage con-
sumers to choose "our” brand rather than a competitive offering. To accomplish this goal,
marketing communicators design advertising messages, promotions, packages, brand names,
sales presentations, and other forms of brand-related messages—all of which are designed to
drive home the brand’s meaning, its positioning. This section looks at positioning from the
consumer's perspective by examining how individuals receive and are influenced by mar-
com messages.
The discussion is based on different perspectives about how consumers process marcom
information and ultimately use this information to choose from among the alternatives avail-
able in the marketplace. We will label these the consumer processing model (CPM) and the he—
doaic, experiential model ( HEM). From a consumer- processing perspective(CPM),information
processing and choice are seen as rational, cognitive, systematic, and n-îasoned.M In the he-
donic, experiential perspective(HEM), in contrast, emotions in pursuit of fun, fantasies, and
feelings drive consumer processing of marcom messages and behavior.15
A very important point needs to be emphasized before discussing each framework: con-
sumer behavior is much too complex and diverse to be captured perfectly by two extreme
models. You should think of these as bipolar perspec-
q
tives that anchor a continuum of possible consumer
Q D

behaviors—ranging, metaphorically speaking, from

the ”icy-blue cold” CPM perspective to the ”red-hot"
HEM perspective (see Figure 4.6). At the CPM end of
the continuum is consumer behavior that is based on
pure reason—cold, logical, and rational. At the HEM
end is consumer behavior based on para passion—hot,
Spontaneous, and perhaps even irrational. Between
h..
these extremes rests the bulk of consumer behavior, ‚—
most of which is not based on pure reason or pure HEM
passion and is neither icy blue cold nor red hot. . "Cold" . .. Hot"?
Rather, most behavior ranges, again in metaphori— - Calculating - Emotional
cal terms, from cool to warm. In the final analysis, ' Cognitive ' 3 F5
we will examine the rather extreme perspectives of
consumer behavior but recognize that often both per- Figure 4.6 Comparison of the
spectives are applicable to understanding how and CPM and HEM Models
why consumers behave as they do.
WI…
Mama! 73

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