This document discusses successful and unsuccessful branding strategies. Successful strategies include being different from competitors, focusing on a niche, and ensuring relevance to customer needs. The strongest brands simplify their positioning into a short, memorable phrase like "overnight" for FedEx or "safety" for Volvo. Pringles positioned itself as stackable chips opposed to greasy, broken competitors. Unsuccessful examples include green ketchup that lost consumer interest, bottled water for pets that was a niche product, and Pepsi AM as a breakfast cola that didn't taste good hot. Products like Orbitz drinks with floating gel balls and Reddi-Bacon that leaked grease into toasters also failed to catch on.

1. Successful & unsuccessful
positioning strategies

2. For brand to be successful:
 Be different - make sure you stick out from your
competitors
 Be focused – find a niche, and not only will
qualified customers seek you out, but they'll be
willing to pay more
 Be relevant – fins out if there is market space for
you

3. Great positioning
The strongest positioning is built on reduction. People unconsciously place brands
in categories. Those brands that rise to the top are known for simple—even
simplistic—ideas. In fact, the top brands in most categories can usually be
summed up in a word or a short phrase:
1. FedEx revolutionized the package delivery business because they became
synonymous with "overnight."
2. Volvo built its reputation on "safety." When people want a safe car, they buy a
Volvo.
3. What company has become known for spectacular "innovation" in the
consumer electronics market? Apple, of course.
The more you can simplify your positioning, the more powerful it becomes.

4. Pringles
 brand of potato and wheat-based stackable snack chips owned by the Kellogg
Company
 opposed to competitors’ chips that are greasy and broken
 tubular paperboard can with a foil-lined interior and a resalable plastic lid
 Pringles are sold in more than 140 countries
 yearly sales of more than US$1.4 billion
 attractive logo

5. Head and Shoulders shampoo
 A brand of anti-dandruff shampoo produced by Procter & Gamble
 Power of the name
 Lifestyle and consumer preferences
 New element ZPT formula
 Clever package

6. Virginia Slims
 a brand of cigarette manufactured by Altria Group (formerly Phillip Morris
Companies)
 Slogan – "You've come a long way, baby.“ "It's a woman thing," in the 1990s,
and "Find your voice.“
 link smoking "to women's freedom, emancipation, and empowerment."

7. Volkswagen Beetle
 ‘Think small’. "The People's Car"
 By 2002, over 21 million Type 1s had been produced
 Powerful engine – compact size

8. Unsuccessful positioning
 Brands fail for many reasons — from poor
marketing, to culture shifts, straight down
to a bad idea.

9. Heinz EZ Squirt Ketchup
 In October 2000 H.J. Heinz Company introduced green ketchup.
 The artificially-colored ketchup came in a new EZ Squirt bottle designed with
a narrow nozzle for drawing smiley faces on cheeseburgers.
 EZ Squirt ketchup rolled out three more funky colors, including purple, blue,
and Mystery Color, which could be either purple, orange, or teal.
 Eventually, consumers lost interest

10. Bottled Water For Pets
 In 1994, the Original Pet Drink Company based in Florida introduced liters of
Thirsty Dog! and Thirsty Cat!, bottled water for pets.
 The carbonated, vitamin-enriched beverage came in two lip-smacking flavors:
Crispy Beef for dogs and Tangy Fish for cats.
 The drink was even approved by the FDA for human consumption (in case
owners had a sudden hankering for liquid sirloin).
 The product was short-lived

11. Pepsi A.M.
 In the late 1980s, the Pepsi-Coca-Cola rivalry was as strong as ever.
 In an aggressive move to win over the elusive group of morning soft-drink
guzzlers, the Pepsi-Cola Company introduced Pepsi A.M., a carbonated
beverage with "all the sugar and twice the caffeine" of regular Pepsi.
 Pepsi A.M. fizzled out within one year. There was no specific demand for a
breakfast cola-drink, and the name proved limiting to product sales. Plus, it
didn't taste that good steaming hot.

12. Orbitz Water
 In 1997, the Clearly Canadian Beverage Corporation broke the beverage
boundaries by cross-breeding a lava lamp with a fruit-flavored drink. The
result: Orbitz water, "a texturally enhanced alternative water" that had little
edible gelatin balls floating in it.
 The stuff tasted like cough syrup, looked weird, and plus the gelatin is
inherently unappealing.
 The product failed within a year of its debut.

13. Reddi-Bacon
 Pre-cooked bacon packaged in absorbent paper between sheets of aluminum
foil that you could pop in your toaster for breakfast in minutes.
 Bacon has a lot of fat. Solid fat turns to liquid fat when it gets heated. The
absorbent paper didn't do such a good job of sopping up all the grease, thus
leaking into toasters making a mess and creating a potential fire hazard.

14. Thank you for your attention!