Brand positioning

By
AJIBADE, A. Oluwaseun
Ed Penexus Consulting, Lagos.

a concept so simple that
people have difficulty in
understanding it

Positioning is owning a piece of the consumer’s mind!
It is NOT what you do to a product, it is what you do
to the mind of the prospect!
BOTTOMLINE in Brand positioning is to placing your
product in the mind of the prospect.

COKE --- Happiness
GLO --- Ruling/leadership
COLGATE --- Protection
AXE --- visibility

The assault on our mind.
The product explosion.
The advertising explosion.
So little message ever gets through so much that you
ignore the sender and focus on the receiver.

The easy way to get into anybody’s mind is to be the
first…
If you do not get into the minds of your prospect first,
then there is problem with your positioning.

It is what I tag the law of first mention…
…By being the first I do not necessarrily mean the first
in the industry….

The basic approach is not to create something new, or
different but rather manipulate what is already in the
mind…
Now do you see the relevance of this?

To find a new position, you must ignore conventional
logic.
Conventional logic says you find concept inside the
product (not true)
Any concept you develop must be about the most
important element in any business…

The most important element in any business is your
prospects… you must look inside them to find what
they need…

People gravitate naturally towards those who tell
them what they want to hear…
Example… churches!

You concentrate on the perceptions of the prospect,
not the reality of the product.

Subtlety: unique position and appeal that's not
narrow
-Willingness to sacrifice.: Consider the man chasing a
woman scenario.
-Patience: Geographical roll
out/demographical/chronological
Global Outlook.(Promise pure water example)

...Start by looking not at the product but at the
position in the market that you wish to occupy in
relation to the competition
...Think about how your brand will answer the main
consumer questions
What will it do for me and the others will not?
Why should i believe you?

Think to kip it short and make every word count and
be as specific as possible.
-Vagueness Opens the way to confused executions
...Look for key insights
An accepted consumer belief

It is seeing inside the consumer.
It is a single aspect of branding that we use to gain
competitive advantage
By identifying a specific way;
That the Brand can either solve a problem or
Create an opportunity for the consumer.

• What are the ways in which the category/brand can
improve life?
• What are the conflicting needs people face that the
brand can solve?
• How important is it that the product delivers? who
will notice?
• What is the standard of excellence in the category?
• With every answer you get, you need to probe deeper.
Why is that?

1. Be Crystal clear.
– Answer the 3 impt questions succintly and clearly;
what you do, who you do it for, where you do it.
1. Be Consumer based
• ''be relevant and credible to the consumer”
• "write in consumer language from the consumers view
point“
3. Be Competitive
• "be distinctive"
• "focus on building brand elements into powerful
discriminator."
• "Be persuasive"
• "Be sustainable"

The brand name.
The name is the first point of contact between the
message and the mind.
"the brand name is a knife that cuts the mind ad lets
the brand message in“
Ries & Trout

"the brand name is a knife that cuts the mind ad lets
the brand message in“
Ries & Trout

• It is not the goodness or badness of the name in
anesthetic sense that determines effectiveness; it is
the appropriateness of the same.
• Names begins the positioning process, tells the
prospect what the product's major benefit is;
• fair & lovely
• Closeup
• Krack
• Head & shoulder
• Vaseline...

“I do not care about what you do, until I know how credible
you are”
Eliot Spitzer.

Thank youThank you
EseEse
NdaaluNdaalu
Mugode!Mugode!

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