The context in which a brand is used can deliver large positioning prospects for brand names either by comprehending the context in which a model is presently applied or by associating your brand with a specific usage event (for example, “Take a Break, Just take a KitKat”).
Yet another instance is Beats by Dre, which grew to become the foremost brand name of headphones with a claimed 70% market place share. It was deliberately related with the pre-game moments the place athletes attempt to target on the match by blocking out all the sound, criticism and selfdoubts, and essentially get mentally prepared for the sport. By carrying out so, it took the classification generic purposeful reward of “noise cancellation”, produced an association with this incredibly precise and relevant listening event, and turned it into a relevant buyer gain of “achieving focus”.
In other cases, the manufacturer can establish new positioning chances by knowing the context in which they are presently used by buyers. The manufacturer of beer you consume in community, for instance, helps make a acutely aware or unconscious statement about who you are. A marketing team at Dos Equis understood that the final issue its core viewers (younger males) wanted in a social context like a bar was to be perceived as boring. Their answer? The famed and really prosperous “The most intriguing guy in the world” notion which permitted its drinkers to get social cachet and look extra fascinating than they most likely had been.
5 Imagined Starters
- List all the usage and intake occasions of your brand. In which is your model commonly employed or eaten, with whom and why?
- What which means is involved with all those moments?
- If the use occasion is social, what does the purchaser say about herself making use of that brand? What and how do some others associate with this buyer?
- What do they communicate about themselves when consuming the manufacturer at these instances or functions or destinations? What opportunity fears or obstacles do people today have in that certain context?
- What part would your brand need to enjoy in that context to both faucet into people wishes or aid customers conquer their fears?
Contributed to Branding System Insider by: Ulli Appelbaum, excerpted from his guide The Model Positioning Workbook
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