Prime PointsPositioning

BrandPositioning

All brands hold a position in the minds of buyers. No exceptions. There is no such thing as a company deciding 'to do', or not do, brand positioning. The choice is whether or not to use and leverage its powerful communications concepts.

Positioning strategy is more about the product categories than competing brands. The foundation is the definition and meaning you claim about the product category. Remember that category descriptions need to make sense in the minds of buyers.

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Unlike ad campaigns that come and go, positioning a new brand or repositioning an existing

brand is an infrequent event. Categories are discovered and positions established in the minds of buyers over the long haul.

Begin discovery by digging deep to harvest insight about how buyers think about the Prime Category and its competing brands. What thoughts

3and ideas reside in buyers minds about the Leader brands, the Challengers, and the category.

5 If you are a Leader brand : uncover how to expand the perceived boundaries of the Prime Category and defend and grow your dominant position in it, as well as searching for opportunities for flanker brands.

6If you are a Challenger brand: discover how to separate your brand from the crowded battlefield of the Prime Category and claim leadership in a newly defined Breakthrough Category.

Improving your brand's perception and share position is not magic, and rarely the result of an spontaneous 'great idea'. It comes from solid positioning research, crafting insight, incubation time, and crystallizing management goals and viewpointspoints. These are methodical steps that feed the generation of strong positioning insights and concepts.

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Successful repositioning by a challenger is disruptive. It expands or redefines the marketplace. It requires tenacity and often a boldness and a claim as a significant player. A brand successful in staking leadership in a breakthrough category will begin to take share from its originating Prime Category.

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While positioning may include attaching fresh new attributes and associations to a brand; much more is required.

The brand positioning strategy and messaging must state or imply a clear and strong reference to the product category. This is true whether you're defending your leadership in a prime category or establishing a beachhead in a Breakthrough Category.

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Contact Power Decisions Group when your company is seeking professional assistance to move faster and smarter with marketing and branding decisions.

Group

Contact: Thomas R. Brown Senior Consultant Power Decisions Group, Inc.

415.328.7927

TBrown@PowerDecisions.com

www.PowerDecisions.com

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