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BRANDING | 10 Ways Marketers Hijack Branding…and How It’s Killing Companies | Part Five

February 28, 2018

BRANDING | 10 Ways Marketers Hijack Branding…and How It’s Killing Companies | Part Five

#5. BRAND POSITIONING IS NOT MARKET POSITIONING.

BRAND POSITIONING does NOT EQUAL the MARKET POSITION of your products, services, technologies, benefits or features. If that were true, your company would be repositioning its brand daily because those aspects of your business constantly change. Features, benefits and the rest become outdated, usurped by competitor advantages or price. ULTIMATELY commoditized, IRRELEVANT, and UNSTAINABLE.

YOUR BRAND must be A VITAL FORCE for THE LIFESPAN of your ORGANIZATION. Products, services, technologies, benefits or features simply fulfill a temporal need for doing business with your customers. Beyond that,
ONLY the INTANGIBLE and EMOTIONAL ASPECTS of your BRAND will KEEP your CUSTOMERS, advocates and employees CHOOSING YOUR BRAND over COMPETITORS.

Products perform basic functions. But GREAT BRANDS—large or small— CAN GENERATE NEW MOVEMENTS, drive INNOVATION, CREATE new HUMAN BEHAVIORS, INFLUENCE the very FABRIC of WORLD CULTURE. Like Apple. Virgin. Coca-Cola. Twitter. Amazon. Nike. Before Mac, there were just computers. Before Coke, there was just soda pop. Before Nike, we had sneakers.

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