In our last post on brand positioning fundamentals, I reviewed the target audience need. 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 need 3. Their frame of reference 4. Your dramatic difference(s) 5. Your reason(s) to believe Together they …
TechVibes.com
Using Technology to Create Memorable Brands – the Distility Story One of the major buzz words these days in marketing is branding. And one of the questions that marketing professionals ask their clients is, “What is your brand?”. Distility understands this problem, which is why it started Distility Branding. Previously …
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 …
Choosing a Brand Personality
You Don’t Want Your Brand to be Cold and Lifeless – You Want it to Have Personality Imagine your company as an actual person that your target audience is meeting for the first time. What first impression do you want to make on your target audience? Here, your answer shouldn’t …
Why Mission Statements are Dumb
The reason so many mission statements are dumb is because the idea that every company needs one is dumb. There are some organizations that need to decide who they are, why they are here, and what they do. Salt of the earth stuff. For them mission statements make sense. Some …
Mission Statements – Our Dirty Little Secret
Mission Statements Make Me Cry They are typically misunderstood, impractical, and poorly facilitated. Nobody remembers them except those that have the misfortune of having them mounted on a plaque in their lobby. And frankly, even then they don’t remember it. So what do we do when someone comes to our …
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 …
Top Ten Things a Brand Must Be to Go Social
Simon Mainwaring’s Blog has a great piece on the top ten things a brand must be to go social. It’s a question that is consuming more and more marketing companies as online spending increases, and Social becomes the next big thing. Mainwaring’s top ten include: 1. Be Defined 2. Be Simple 3. …
Customers are the Brand
This is the first time I’ve heard of Graham Brown. But it won’t be the last. We’re now following @GrahamDBrown on Twitter. He’s a Brit from the other side of the pond. Works for Mobile Youth TV. Graham does an exceptional job of highlighting how the traditional advertising companies are – for …
Positioning – Much Abused, How to Use
Positioning – Much Abused. How to Use. Sales Guy #1: So What’s Your Positioning? sales Guy #2: We’re a global leading manufacturer of rubber chickens. Ouch. Poor Positioning. She is so misunderstood. Maybe even the most abused term in Marketing. Here’s the bottom line. Positioning needs to be relative to …