We’re now half-way through my mini-series on Brand Positioning Fundamentals. You’ll recall the key elements: 1. Your target customer 2. Their need 3. Their frame of reference 4. Your dramatic difference(s) 5. Your reason(s) to believe In my last post, we covered the customer’s frame of reference.
Brand Positioning Fundamentals – The Need
In my last post, I reviewed the classic brand positioning model we use here at Distility for 1day1brand. As well, we reviewed getting the target audience right. The Motorola Droid was used as our example to illustrate the key elements in a classic positioning statement which are: 1. Your target customer 2. Their …
Brand Positioning Fundamentals – The Customer
As noted in the post Positioning – Much Abused. How to Use here at Distility Branding, for 1day1brand, we use the classic positioning statement that is made up of the elements in the above diagram. 1.Your Target Customer 2.Their Need 3.Their Frame of Reference 4.Your Dramatic Difference(s) 5.Your reason(s) to believe Together …
Brand Positioning – The Droid Problem
With their “Droid Does” campaign, Motorolla is using the “Repositioning the Competition” strategy, using the iPhone’s entrenched brand status as the way to get sticky in our minds. It is the same strategy used when Avis fought Hertz with their classic ““We’re number two. We try harder” brand strategy. Key …
Great Positioning Video – Motorola Droid Takes on iPhone
It is great to see some seriously tough positioning coming out of Motorola for their new super phone – The Motorola Droid.