Distinguish Your Brand with Unique Packaging
THE REPUBLIC OF TEA RULES
When it comes to consumer products, packaging can distinguish your brand from your competitors. Like most consumer products, there are many choices and lots of competition for space on the shelf in the marketplace. So, how does your product stand out? We are big tea drinkers....
Brand Proliferation Can Hurt Sales
BRAND WIDTH = BANDWIDTH
Having spent decades in the sales profession and as successful brand builders, we can tell you that there is a limit to the number of product offerings your company can sell. There is a tendency by production divisions to measure their success by how many different...
Company Logos Require Careful Strategy to Change
EVOLUTION, NOT REVOLUTION
The Datsun automobile spent five years to rebrand itself into the Nissan. First it was the Datsun, then the Datsun by Nissan, then the Datsun Nissan, then simply the Nissan. Although Nissan wants to bring back the Datsun name for economy cars in emerging markets, the...
Brand Position Starts with the Category
EVERY CATEGORY CONTAINS MANY BRAND POSITIONS
Brand position in its most general sense comes down to the simple questions: “What category are you in?” and, “How are you located and ranked in that category?” A category is the type of goods or services that the brand represents. Is it legal services or...
Good Product Positioning Examples Abound
VW, VIRGIN, WALMART, MICHELIN—JUST FOR STARTERS
Product positioning examples are all around you. Product positioning messages reach you every time you shop, drive, work, listen to the radio, or read a newspaper. Here are just a few examples of products that have done a good job of positioning themselves: 1. Volkswagen is...
The Positioning Statement is All about Messaging
PERCEPTION, PRICE, AND PERFORMANCE
A positioning statement is the message you send to all levels of the market by how you position your product. Ideally, the statement compels the buyer to make the purchase. “If you buy a dozen of these cupcakes, we’ll give you 13 for the same price”...
A Good Positioning Strategy Achieves Superior Market Position
YOU MAY HAVE TO DO SOME THINGS THAT SEEM UNLIKELY AT FIRST
A positioning strategy is the action plan that a business or product undergoes to achieve market position. With positioning strategy, first consider your goal. How do you want to position your company, brand, or product? Do you want to give a perception of quality? Do you...
Marketing Channels Do Two Things Well
MARKETING CHANNELS GET YOUR PRODUCT TO MARKET AND YOUR MESSAGE TO YOUR CUSTOMER
Marketing channels are the means of getting your product to market while also effectively communicating good reasons to buy it at every level of distribution. Marketing channels are often confused with advertising channels. Although advertising is required in one form or another, marketing channels deliver your...