positioning cube

Positioning

PositioningcubeOctober 2

Positioning

It’s a mind thing

Positioning

It’s in the battle with the competition

Positioning

It’s a board thing

Decision making on positioning

Marketing: productfeatures & price?Communications and concepts?Businesspositioning: markets and moments?Brandpositioning: the promise and the benefitsSo much to choose!!

Positioning is choosing!

So it’s a strategic managementthing

Positioningcube

You and your competition

But where’s the brand?

Positioningcube*

Based on dimensions of consumerbehavior– Cognition, rational thinking– Affection, emotional feeling– Behavior, responsive acting

*Bex* communicatie, SARV International, 2007

Bex’ positioningcube

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2 7

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Psychological dimensions

Cognition

Affection

Conation

In ordinary language

Thinking

Feeling

Acting

Moods

Knowledge, ratio, arguments

Sensing, trusting, quality

Excitement, adventure, danger

Language

Substantive, noun

Adjectives

Verbs

1: The Prototype Brand

1: Prototype

Brand is the standard and synonym for productclassAspirine, Luxaflex, Tom Tom

2: RSP-brand

2: RSP-brand

One rational selling proposition, USP-focusP&G-brands (one product, one market, one brand)

3: The ESP-brand

3: ESP-brand

Emotional selling proposition: reliable qualityCoca-Cola

4: BSP-brand, the new kid on the block

4: BSP-brand

Behavioral selling proposition: another promise, different and eagerDell, Virgin

5: Superior quality5: Superior brand

Ratio & emotion: high quality for a reasonVolvo for life, B&O

6: On everybody’s lips

6: “Talk of the town”

Good feeling, “cool” associations, “Have you tried/seen/heard … ?”New mediabrands: YouTube, Flickr, Twitter

7: The Smart Choice

7: Smart choice

Clever choice based on behavior and ratio, no fuzzBCC everyday low pricing, high service

8: All in one brand8: All-in-one: the

ideal brand

Scores high on ratio, emotion and promisesApple: high quality, emotionally linked and easy to use

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Businesspositioning

Vision:“ Our Vision is to create a healthier and safer world through the power of sport and play”

Mission:“To improve the lives of children in the most disadvantaged areas of the world by using the power of sport and play for development, health and peace”

Communication positioning

Right To Play celebrates the playful and the joyful. In everything we do – the written word, the spoken word and all visuals – we want to communicate the hope and positive impact of sport and play. We are creative, different and rumour is around us.

Communication positioning

Right To Play celebrates the playful and the joyful. In everything we do – the written word, the spoken word and all visuals – we want to communicate the hope and positive impact of sport and play. We are creative, different and rumour is around us.

Charitycube for childrenfunds

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1: The Prototype

2: RSP-brand: single issue

3: ESP-brand: children’s emotions

5: Superior qualitybrand

7: Smart choice: a good reason

8: The Ultimate

Positioning Right To Play

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2

3

5

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8

Challenger or talk of the town?

Children funds

Your Cube:

Pick your brand or marketChoose your most important competitorsCreate the cubeForce to fit!!!

Conclusions

Classic positioning is outside-inPositionering 2.0– inside-out– Managementapproach: make your choice

Positioning, the next step:– Guestlecture Jaap van der Grinten 4/12