Great review of Brand positioning approach ! I found myself applying few of them without knowning about this categorisation. I want to suggest one more... to make it 10 : (brand) 'Experience - based positioning', where the user experience is the main driver/differentiator... especially with the increasing importance of 'un-boxing experience' triggered by the rise of e-commerce... what do you think ? Suzanne
I believe that every brand should have a unique experience and though I believe the experience contributes to the position, it should be supplimentary to the real difference and value the brand offers
Hi Steven, I just wondering how long we need in the brand strategy workshop to find out the brand positioning for our client, do we have to research first and come back the other day? thank you
Go in with research though allow your clients understanding of their unique difference ... Depending on the client, you can do this part of the workshop in 90mins - 3 hours
Just stumbled across this video, really like your thinking. I've added a few more of your videos to my watch list for the weekend and hopefully I can get some good insights before I create my luxury brand I've been working on.
In your opinion what positioning approach did the brand Coca Cola adopt ? And has it changed since the brand was first introduced? Also how do you think this strategy was implemented
Coca-Cola was around long before the concept of positioning though since the 80's they've been working consistently to align themselves with the feeling of happiness... That consistency over the years of being present at every holiday event from summer to Christmas is how they implemented it.
@@BrandMasterAcademy they are innocent archetype. You are so right. If you look.at an ad from the 90s to Now, you see the consistency. I believe it's because of their archetype.
No. The value proposition is a single statement that identifies the value behind the offer. The positioning strategy is the reason your audience would choose your brand when compared to your competitors. It defines why you’re different
Hi! I loved this video. THANK YOU for everything you create - I get to live my dream career thanks to your education. I have a question: My B2B client has multiple target audiences as a wholesale business - they cultivate, harvest, process, package, export, and sell a product at wholesale to S, M, and L businesses, as well as other exporters / wholesalers. They are also developing a training program for new and medium businesses in their industry. From learning about their audiences on our call, I am seeing that different positioning approaches may appeal to different members of their audience. In this case, what is your opinion on using different approaches per target, given the range in priorities and needs? I.e. Small Business might purchase 5-10lbs of product, vs. Exporter with big buyers might purchase 500-2000lbs of product. Medium biz 50-200lbs, Large business 800-1000lbs
🙏🙏 Delighted to hear....Find the common denominators to appeal on a brand level (There is only one brand and one position)... Use differentiated marketing to speak more specifically to individual segments 😊
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