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: Frame of Reference
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 …
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 …
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 …
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 …
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.
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