introduction: if the public relations and marketing (including social marketing) as a ship’s helmsman each geometric; then, the lighthouse brand positioning is sailing on the way. The beacon lit, will not deviate from the direction of the helmsman.
a, brand positioning:
this article is not to write "social marketing"? Why the first "debut" is "brand positioning"?
sad reality is: a lot of marketing people can not distinguish between brand positioning and marketing relations. In short: how does the location between the two
my answer is: if the public relations and marketing (including social marketing) as a ship’s helmsman each geometric; then, the lighthouse brand positioning is sailing on the way. The beacon lit, will not deviate from the direction of the helmsman.
but the brand positioning is a comprehensive project, and it is a large, small work. Some big companies spend millions to come up with a brand positioning slogan. However, for start-up companies, it is obviously impractical.
if you are on the "brand positioning" is still a multitude of things, may wish to take a look at the following three questions:
differentiation: brand positioning and product positioning
many founders understand the importance of positioning, but often confuse the brand positioning and product positioning". For example: one can maintain 48 hours of heat preservation cup. Its product positioning is: 48 hours, you can always drink hot water. But the brand positioning is: approached me, always warm you. Maybe next, you will probably not only produce the thermos cup, there may be other related products. But all the products will be around "approached me, always warm you" brand positioning to design.
so, brand positioning is the core concept of the brand’s refraction of all products. Later, no matter what you produce series of products, can not be separated from the brand positioning. All your products contain the value of this brand positioning to convey.
give you a case:
the United States well-known footwear brand "TOMS Shoes", with simple and easy to take the style and super comfortable wearing feeling, famous in the market. Its founder is a designer from the United States Blake Mycoskie. On a trip to Argentina, he found that the local children had to walk for miles to find clean water or go to school, but they had no shoes to protect their feet, so they decided to do something for the local people. He got the inspiration from the Argentina local traditional cloth shoes, set up the brand of TOMS, and promised: when you buy a pair of TOMS shoes, a pair of TOMS sent to the global needs of the child! That: "One for One" brand concept.
from the "One forOne", we can feel that the founder of the "shoes"