PowerPositioning: WillYouAcceptThisRose.com
by: Peter Andersen
Positioning is a powerful concept in marketing. To illustrate, have you ever visited a fast food restaurant, and, in a rush to complete your order asked for a coke when you กperhapsก meant to order some other soft drink? The Coke brand and its owners have achieved a top of mind awareness. Their brand name has become synonymous with a commodity that has a strong demand. A lot the brandกs success may be attributed to being the first successful soft drink on the mass market, other possibilities may be due to their perpetual multimillion dollar global marketing campaigns that span lifetimes as well as cultures. Whatever the cause, the Coke brand has a very successful & fortified position.
Another example of a strong positioning statement that achieves a great top of mind awareness is Verizonกs กCan you Hear Me Nowก campaign. How many times have you uttered those exact words, sometimes even consciously, when the person the other end of the tele has a low signal. In most cases, what follows are expressed or unexpressed images about the กCan You Hear Me Now Guy.ก
Good marketers know the power of a strong positioning statement. With strong positioning, it is nearly impossible to be outpaced by the competition using moderate marketing dollars alone. Furthermore, there are cases where product owners with seemingly unlimited/ multimillion dollar marketing budgets were unsuccessful at winning significant marketshare against a product with an established position. In fact, given a strong position that is known by the market, the competition is better off not competing on your terms, because the consumer already intuitively associates your brand with the commodity and has successfully filed you away in their mental filing cabinets as occupying that กspot.ก Therefore, marketing communications that are contrary to the consumerกs product knowledge are challenged or unconsciously blocked/denied by the mind.
Now, having demonstrated the power of a strong positioning statement, Will You Accept This Rose? Logon to see an interactive demonstration of how positioning can help you achieve the coveted ‘topofmind.ก http://www.WillYouAcceptThisRose.com
Power Positioning Exercise: Can you think of a few virallike positions (intentional or not) that help reinforce Mountain Dewกs Code Red brand? Hint: One deals with extreme heat/humidity advisories within U.S. Cities & States that have extreme summer temperatures.
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Focused Impact Media Group specializes in integrated marketing communications. We are skilled at optimizing results by coordinating multiple communication channels into a highly focusedimpact that enhances brand identity, positioning and market awareness. For more information visit: http://www.focusedimpact.com.
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This article was posted on April 20, 2003
by Peter Andersen