Category Strategic Planning

360 Brand Positioning?

Converse aligned brand strategy and positioning (Uniquely Authentic, American, Classic) in their vertical flagship in SoHo New York.

Great execution to align and reinforce the brand. Chucks are ubiquitous in culture. This was part of 360 campaign… in store, social, trade, print, etc.

What other brands do a great job of celebrating 360 brand positioning alignment in visual merchandising at retail and other vehicles?

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Shopper Connection/navigation: Neuro

Interesting in store execution in a crowded supplement beverage/cpg space.

The Neuro line could be confusing so the brand created funny positioning (make shoppers smarter) and clear navigation (colors and ‘reason for being’ benefits for each sku

How important is sku navigation at retail?

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In a Brand Positioning Jam?

In a sea of sensory overload, consumers are unable to navigate the differences between brands and what they stand for – and how they are different.

I was in Chicago’s O’Hare airport not so long ago and I saw the campaign below from the office brand #Fellowes.   It struck me as a great example of a brand that did their homework to define a brand position that is unique, impactful, and immediately resonates with their target consumers – in this case, business people and procurement staff who purchase and use shredders.

What is the #1 problem that you have had with shredders?  I bet it is that they JAM!!!   They always seem to jam and then it is a brutal wrestling match with a knife, scissors, etc. to push the jammed paper through and ‘set the machine free’… (It would be interesting – and probably a bit scary – to see the statistics of how many people injure themselves trying to de-jamify shredders)

Now, for Fellowes, they could have positioned themselves as faster, as more aesthetic, easier to use, etc… but I assume they ‘did the math’ (evaluated the situation, maybe with consumer insights or maybe with common sense) and realized that the number one problem we all have with shredders is that they are not tough enough… we want shredders to suck huge quantities of paper through and chop it all up – with NO PROBLEMS.

It appears that Fellowes took this opportunity to heart and with their slogans and creative:

“The World’s Toughest Shredders” and “100% Jam Proof” – great examples of carving out a ‘reason for being’ that is unique and immediately resonates with their target consumers.

Thoughts:

  • What is your brand’s ‘reason for being?’
  • How does this brand positioning manifest itself to consumers?
  • As consumers expectations change, will your brand position need to evolve to stay hyper-relevant?

 

Coke and a Smile!

In late 2010, Coca Cola released their ‘Content 2020′ plan… and communicated their strategy though the use of an interesting set of videos.   I have watched the videos too many times to mention – I am a bit spellbound.   I keep coming back for a couple of reasons:

  • The strategy is compelling… the shifts make sense and are brilliantly-explained in a building logic that Barbara Minto would be proud of!
  • Coke’s use of RSA Animate to illustrate their strategy is brilliant – it actually is a great representation of the company’s strategy of ‘creating content so contagious, that it can’t be controlled’… exactly what these videos are…

They have divided the brand communication strategy up into logical chapters:

  1. Liquid and Linked Content Development
  2. The Case for Change
  3. The Evolution of Storytelling
  4. Baking ‘Live Positively’ into Storytelling
  5. From Insights to Provocations – the creative brief = Bigger Thinking
  6. Developing Liquid Content
  7. Investment Principles for Liquid Content
  8. Researching Liquid Content
  9. Applying the Dollar Multiplier to the Iterative Production Process
  10. Summary…

Check out the videos below – I think you might dig them…

Here is video – Part 1

Here is video – Part 2: