Tag Archives: perception

Brand Pooooo-ooositioning

Brand positioning statement is often confused with a company tagline or slogan. At some level that isn’t completely wrong but if one tries to understand the true meaning of both, in fact they are very different.

Positioning statements are for internal usage and understanding the broader concept for the internal audience, about what is expected from them. Business is driven basis these statements which includes the marketing and the operating aspects.

Whereas a tag line is developed for the consumers to portray the same positioning for an external audience, used in primarily the marketing efforts. Insights from your positioning statement can be turned into a tagline, but it is important to distinguish between the two.

Examples of Positioning & Tagline

Mercedes-Benz:

Positioning: fascination, perfection and responsibility

Tagline: Engineered like no other car in the world

BMW:

Positioning: Quality, technology, performance and exclusivity

Tagline: The ultimate driving machine

Brand positioning means owning a piece of real estate in the consumers mind. The key here is to make sure that one captures an empty slot and not trying to win over an occupied one. Hence the key is to be first else some other brand will occupy that space. It helps the brand get the preference over competition, it also ensures that Positioning needs to be based on an extremely strong insight else getting the mind space is impossible.

Mind space occupied by brands

Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others. It is ensures that all brand activity has a common aim; is guided, directed and delivered by the brand’s benefits/reasons to buy; and it focuses at all points of contact with the consumer.



In the book Positioning: The Battle for Your Mind by Reis and Trout’s, positioning means the idea is to find and attempt to “own” a marketing niche for a brand, product, or service using various strategies including pricing, promotions, distribution, packaging, and competition. The idea is to create a unique impression in the customer’s mind so that the customer associates something specific and desirable with your brand that is distinct from rest of the marketplace.

Every business is unique and offers its products and services with their personal touch and hence the positioning also needs to have the same differentiated touch else it will be easily adopted or copied. Each and every employee of the brand needs to have the positioning in their mind and make sure in their own way this is driven. For e.g. if positioning is to offer performance car than right from the build quality of the car to the dealership everything should shout out performance.

But this is easier said than done, many marketers themselves forget about the positioning of the company and in the quest of trying something new deviate from this. And if the creators deviate other don’t even bother following. Turning everything you do into an expression of your desired positioning and you can create something special. Only once the internal audience accept and follow the positioning will the external start believing in the same.

There are various ways to position a brand

Own a category benefit
Volvo: Safety
Miller Lite: Great Taste, Less Filling
Walt Disney Company: Magic

Consumer Centric
U.S. Army: Be all you can be
Budweiser: For all you do, this Bud’s for you
Pepsi Generation

Company Operation
Burger King: Have it your way
United Airlines: The friendly skies of United
WalMart: Always the lowest price

Competition based
Avis: We’re #2. We try harder
Seven-Up: The Un-cola
Apple: Think different

 

Selecting one of the above is completely dependent a combination of all the above factors like the category, consumer, brand & its competition. Whichever one gives a stronger differentiator then it should be picked and explored further to be articulated in a consumer friendly language.

Converting shoppers into consumers Part 1

Before we get into how we can get to convert a shopper into a consumer or buyer lets understand the basic difference between a shopper and a consumer. Every consumer is a shopper just before he/she became a consumer. The true difference is that a consumer has picked up a particular brand/product since he/she is confident about the product/service performance over other competing product/service. The shopper represents why he/she enters a category where a consumer represents why he/she has bought a particular brand based on self-perception and attitude. But importantly the same person in everyday life is a consumer and a shopper and shifts back-and-forth between the two sides every day.

Let me start with my experience:

walk in the park

I was taking a leisurely walk in the park and it’s a perfect spring weather where leaves are flying and trees are swaying to the tune of the wind. And suddenly I got a whiff of pure coffee and when I looked around I found a small coffee-house just besides the park. I walked towards the coffee-house and the smell got stronger and better. The coffee-house has a small porch that has beautiful handcrafted wooden table and chairs for its customers and on the table it has a placard “Order a hot coffee and have a muffin of your choice free”. The moment I sat down a woman walks out with small coffee testers (one shot) of various coffee types and politely asks that “Sir would you want to try our different blends of coffee? And all of sudden I realized that from a leisurely walk I am now drinking hot coffee with muffins.



I think considering the situation the coffee shop owner is doing an amazing job at marketing his shop by understanding the consumers demand even before it creeps into his/her mind. Here he has actually turned a shopper into a consumer or a buyer. Now this seems all incidental and easy but I think is a planned strategy that perhaps even a non-well educated coffee shop owner executes well and gets his share of profits.

Imagine the things that could go wrong in the same situation as the owner as perfected his 4Ps to convert shoppers to consumers.

4ps

Visualize the coffee shop in a dilapidated condition with walls also not painted well and not outside sitting or porch. No one there to welcome the shopper or the woman who came in was an old woman who wasn’t dressed well. Or that the shop offered free muffins or the coffee tasting wasn’t there, now would you go and actually spend time there from your busy schedule……doubtful.

The shop owner perfected his art of making his shop desirable to perfection. He ensured that every touch point that the shopper interacts with is enticing him closer to make the deal. Let’s start right from the place, it was in such a place that it’s at the far end of the walking trail and the coffee smell came over to the walking trail. Secondly he has the shop made in a rustic way overlooking the park and importantly have a porch that it’s connected to nature with its wooden artistic chairs. Finally have a good-looking woman welcoming and the sampling with promotion that sealed the deal. Hence it’s not always about the big billboard or a TVC but if the basics are done, the right product sells.

Yes I know some may feel that there is no competition and hence no marketing needed but this is also a strategy I would call as Blue Ocean Strategy where the owner realized the potential of the area and setup shop there with competition he will have to start different activities to make sure his sales happens but still if the basics are wrong then marketing won’t help. Imagine having a coffee shop near the entrance of the park, would it really compete….am afraid not.

So from a shopper I became a consumer and now in fact am the brand ambassador for the coffee shop since I recommend all my friends and family that one should visit this park and at the end of the walking trail remember to visit that particular coffee shop.

Details of how to craft a plan to convert a shopper into a consumer in PART II of the blog.