brand positioning: what’s new, what’s not...2,67” ins. 3,33” ins. 3,17” ins. 4,50” /...
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4,50” / 11,43 cm
BRAND POSITIONING: WHAT’S NEW, WHAT’S NOT
April 2015
BRAND POSITIONING WHAT’S NEW? WHAT’S CHANGED?
WHAT ARE CURRENT TRENDS?
WHAT HASN’T CHANGED?
WHAT’S WORKED FOR ME
SO WHAT’S CHANGED?
• Speed or velocity of change overall
• Rapidly changing technologies and the
impact people make by using them
• New markets emerging and accessible
• Rapidly changing, shifting competitive
environments
MACRO FACTORS AFFECTING BRAND POSITIONING
TOO MANY CHOICES, CATEGORY BOUNDARIES BLUR
FEW ACHIEVE RELEVANT DIFFERENTIATION
CONSUMERS (AND PATIENTS) DEMANDING MORE TRANSPARENCY
VALUE EXCHANGE REDEFINED – WHAT VALUE DO YOU BRING INTO MY LIFE
IT’S ALL ABOUT EXPERIENCE AND ENGAGEMENT
THE ERA OF AGILE MARKETING
THE PURCHASE FUNNEL IS DOA
IN THE CONNECTED WORLD, IT’S MORE LIKE THIS
THE ERA OF AGILE MARKETING
“Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position (place) the product in the mind of the prospect.”
COVER CHANGED, BUT NOT MUCH OF THE CONTENT
“This book is essentially an update of a classic that Trout
wrote with his earlier partner Al Ries entitled Positioning
- The Battle for Your Mind (Warner Books, 1981). This
new book takes the original ideas of the old one, and
reinforces them with some more current examples as
well as the empirical results of research.”
TODAY, THE FUNDAMENTAL STEPS IN PROCESS ARE ESSENTIALLY THE SAME AS THEY WERE 35 YEARS AGO
TODAY, THE FUNDAMENTAL STEPS IN PROCESS ARE ESSENTIALLY THE SAME AS THEY WERE 35 YEARS AGO
TODAY, THE FUNDAMENTAL STEPS IN PROCESS ARE ESSENTIALLY THE SAME AS THEY WERE 35 YEARS AGO
Discovery Analysis Concept Develop
Test/Refine Select
Objectives Document Reviews Secondary Research Stakeholder Interviews Marketplace Asses. Competitive Audits Brand Equity Customer Segments, Needs Research
Key Findings Insights Hypotheses SWOT Market Gaps Brand Gaps Segment Priorities Unmet Needs Table Stakes Differentiators
Brand Stories Workshops Brand Essence Promise Supports Benefits Personality Value Prop Implications
Research: Qual/ Quant. Analysis Concept Strengths Concept Refinements
OUTSIDE-IN Broad
Customer View
Connecting with others
Being safe and secure
Feeling proud of my accomplishments
Getting the job done efficiently
Learning and developing new skills
Customers Consumers
People
Distribution
Product features
Price Competition
Divisions
Product lines
INSIDE-OUT Narrow Business View
Company Management
A KEY STEP IS TO GET AN OUTSIDE PERSPECTIVE
WE QUICKLY GET TO IDEA-BASED STORIES
WE COLLABORATE AND FACILITATE
Workshops typically include stakeholders from across the organization to evaluate stories we bring in, and to create their own.
WE FACILITATE, WE COLLABORATE
Workshops typically include stakeholders from across the organization to evaluate stories we bring in, and to create their own.
WE USE A VERY SIMPLE CONSTRUCT
Brand story framework. Starts by determining the main point of the story.
WORK SESSION CONCLUDES WITH STORY SHARING
Internal client teams present their brand stories.
POSITIONING SPECTRUM
WHAT YOU HAVE
WHAT YOU DO
HOW YOU DO IT
WHO YOU ARE
WHY YOU DO IT
INFRASTRUCTURE PRODUCTS/SERVICES APPROACH & PROCESS PEOPLE & VALUES PURPOSE/MISSION
FUNCTIONAL/TANGIBLE EMOTIONAL/INTANGIBLE
Power, Sustainability, Protectability Increase
The World on Time World’s Local Bank Making Americans Smile
KEY VIVALDI PRINCIPLES
• Set realistic expectations & objectives
• Don’t be a prisoner of your past
• Find an authentic truth. Tell a story.
• Keep things simple
• Test best ideas
• Don’t get bogged down
• Build collaboration
• Live it!
