¨Marketing is not a war of products,

it’s a war of perceptions.¨

Al Ries / Jack Trout

People are programmed to spot differences

What do you notice?

Eldorado

v.a. € 479,-

Takkitakkisland

v.a. € 530,- Costa-ish

v.a. € 569,-

F*ing middle of Nowhere

v.a. € 130,-

Farawaygistan

v.a. € 820,-

Timbuktu

v.a. € 645,- 1

2

3

4

5

6

Category in the mind of the customer

Holiday

Summer holiday

Tropical beach destination

Destination x

European beach

Winter holiday City trip

Points of difference

Points of parity

Rational differences

Emotional differences

Brand positioning

Consumer Needs/wants Perceptions

Competitor positioning

Minimize distance

Rational differences

Emotional differences

Focus

Differentiation

Consis tency

Relevant

Rational differences

PS3 “for Nerds “

Wii “fun “

Emotional differences

Brand associations are built over time Each advertising /

commercial helps to

build associations

Play station Sony

Brand associations work fast in your brain and are “emotionally” logical Which celebrity brand has a good fit with which brand ?

Brand associations work fast in your brain and are “emotionally” logical Which celebrity brand has a good fit with which charity brand ?

?

Positioning diamond

Why What is the brand promise and benefit for the consumer ?

Who for Who is the target group Needs

and wants. Consumer insight

Support Factual or subjective elements that support claim

Against who Who are the most important competitors of which we have to get consumers

4 Positioning questions

“Cosmetics with a consience” Socially and environmentally responsible

• Natural ingredients • Green packaging • Recycling/disposal of by products • Fair trade products • Not tested on animals • Support social projects

Women who feel responsible and want to contribute Guilt free shopping High quality cosmetics

Conventional cosmetics and Cosmetic stores

Positioning diamond

Safety Ability to withstand an accident Without serious injury

• Sturdy looks • Safety features (SIPS, airbags) • Pro active safety • Collision avoidance system • Impact reduction • Pedestrian detection

Men and women who feel Responsible and want to avoid risk, protect your family (accountant, doctors, )

Car brands in same category that focus on performance (Audi, BMW, Mercedes)

Why What is the brand promise and benefit for the consumer ?

Who for Who is the target group Needs

and wants. Consumer insight

Support Factual or subjective elements that support claim

Against who Who are the most important competitors of which we have to get consumers

4 Positioning questions

Positioning diamond

Why What is the brand promise and benefit for the consumer ?

Who for Who is the target group Needs

and wants. Consumer insight

Support Factual or subjective elements that support claim

Against who Who are the most important competitors of which we have to get consumers

4 Positioning questions

How to enter the “Imported mexican beer” product category in the USA ?

New

Market leader

Category in the mind of the customer

Beer

Home brew Imported beer

Mexican

Corona

European

Points of difference

Points of parity

http://vimeo.com/3260250

What positioning could Dos Equis choose to attack Corona, marketleader in “mexican

imported beer”?

Positioning diamond

Why What is the brand promise and benefit for the consumer ?

Who for Who is the target group Needs

and wants. Consumer insight

Support Factual or subjective elements that support claim

Against who Who are the most important competitors of which we have to get consumers

4 Positioning questions

Rational differences

Emotional differences

The Most Interesting Man

Brand concept Dos Equis

• "He is a man rich in stories and experiences, much the way the audience hopes to be in the future. Rather than an embodiment of the brand, The Most Interesting Man is a voluntary brand spokesperson: he and Dos Equis share a point of view on life that it should be lived interestingly."[

Dos Equis adresses different psychological need Maslow

• Brands help consumers with their choice • When can brands make a difference ?

• With products that are percieved to be (functionally)

similar to the consumer

• Choosing a product solely on rational aspects is usually difficult

• A strong positioning helps consumers to choose a brand

• Never loose the connection with your identity

Culture

Passion brand

Positioning

Advertising appeal

Cultural moodboard

Persona Brand description

Positioning diamond

Advertisement concept

• Develop a positioning diamond for your product with a persona

Positioning diamond

Why What is the brand promise and benefit for the consumer ?

Who for Who is the target group Needs

and wants. Consumer insight

Support Factual or subjective elements that support claim

Against who Who are the most important competitors of which we have to get consumers

4 Positioning questions

Rational differences

Emotional differences

Persona