Positioning Strategies for Brands
Positioning is the pursuit of differential advantage. Brands can create franchises of loyal customers only when they are seen to be different in some way which is persuasive for the target segment. Recall that famous article by Prof. Levitt, “Marketing success through differentiation- of anything”. There is no such thing as a commodity, he argues. All goods and services are differentiable. We know that as brands tend to become physically similar – as the better mousetrap is followed by...A Brand Is A Living Memory
The spirit of a brand can be inferred through its products and its advertising. The content of a brand grows out of the cumulative memory of these acts, provided they are governed by guidelines. There must be accumulation, nor mere juxtaposition. The importance of memory in the making of a brand explains why its image can vary between generations. This is the problem with dual brands such as Citroen: the brand image of those who discovered it through the 2cv is diametrically opposed to that of the...Constantly Renewing Brand Difference
It is often argued that certain products within different brands are identical’ Some observers infer that, under these circumstances’ a brand is nothing But a “bluff” a gimmick used to try to stand out in a market flooded with barely differentiated Products’ This view fails to take into account both the time factor and the rules of competition. Brands draw attention through the products they create and bring onto the market. Any brand innovation necessarily generates...Amazon.com – Brand built on cost advantage
Amazon.com’s low price was achieved through structural cost advantage as well. Running a bookstore requires heavy capital investments and involves high fixed costs because books are bulky items that require physical display and storage space. Jeff Bezos’ genius was in moving the bookstore online. ln the virtual world, you can display millions of books but not incur the kinds of fixed costs that would handicap any start-up. And Amazon.com also made arrangements to have orders shipped directly...Positioning Strategies for...
Positioning is the pursuit of differential advantage. Brands can create franchises of loyal customers only when they are seen to be different in some way which is persuasive for the target segment. Recall that famous article by Prof. Levitt, “Marketing success through differentiation- of anything”. There is no such thing as a commodity, he argues. All goods and services are differentiable. We...A Brand Is A Living Memory
The spirit of a brand can be inferred through its products and its advertising. The content of a brand grows out of the cumulative memory of these acts, provided they are governed by guidelines. There must be accumulation, nor mere juxtaposition. The importance of memory in the making of a brand explains why its image can vary between generations. This is the problem with dual brands such as Citroen: the...Constantly Renewing Brand ...
It is often argued that certain products within different brands are identical’ Some observers infer that, under these circumstances’ a brand is nothing But a “bluff” a gimmick used to try to stand out in a market flooded with barely differentiated Products’ This view fails to take into account both the time factor and the rules of competition. Brands draw attention through the...Amazon.com – Brand built o...
Amazon.com’s low price was achieved through structural cost advantage as well. Running a bookstore requires heavy capital investments and involves high fixed costs because books are bulky items that require physical display and storage space. Jeff Bezos’ genius was in moving the bookstore online. ln the virtual world, you can display millions of books but not incur the kinds of fixed costs that...Fedex – a Brand buil...
Fedex was actually a very rate entrant into the air express services market. it started in 1971 . Emery Air, which started in 1946, was the air delivery giant at the time. in fact, the FedEx idea almost didn’t take off. The founder, Fred Smith, wrote a paper on it for one of his college projects and famously got a ‘c’ for his effort. But like all the best entrepreneurs, he had a...The Future of Brand Buildi...
Advertising is one of the few businesses that brings together theories and tools from traditional fields like psychology, economics, statistics, neuro-sciences, social sciences, art, theatre and cinematography. An advertising professional, perhaps even without realizing it, would probably touch all these in the process of creating brand building advertising. More and more, the demands on the advertising...The Future of Advertising
The future, as it unveils, will lead to further and possibly more dramatic changes in the structure of the industry. The Internet has been on the horizon for some years now. while there was a lot of hype around it in the initial stages, it seems to have been belied so far. The telecom revolution in the last few years, the easy availability of broadband and the rapidly expanding telecom infrastructure will...
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