Brand Positioning

Most of us think up a uniqueness or brand positioning and then worry about one thing: that the uniqueness will quickly get obsolete.

And it's true—your uniqueness will quickly get obsolete if all it's really doing is trying to be the 'flavour of the month'. Or you could create a DNA factor.

http://www.psychotactics.com/uniquenessmastery So what is the DNA when it comes to positioning? Let's suppose you're a teleconference company. And you say that your equipment is so darned good that a conference like being in the 'room next door'. Now what does that mean? Sure it means that your equipment is the latest and the greatest. But that can quickly become obsolete, right? It's easy enough for other companies to do the same. And pretty darned soon everyone has the very same equipment. And boof, your brand positioning is shot to hell.

Not really! Not if you have a DNA that literally wraps itself around your brand and your brand positioning. That's when you can prevent your uniqueness from becoming obsolete.

0:23 Domino's Pizza Getting Obsolete
0:49 Why Marketing Campaigns Work (And Then Fail)
1:30 Volvo's DNA
2:12 The Difference Between A Campaign and DNA

For more on brand positioning, check out: http://www.psychotactics.com/uniquenessmastery

Category:

Education

Tags:

• brand positioning
• Positioning (marketing)
• Sean D'Souza
• Psychotactics
• The Brain Audit
• uniqueness
• positioning statement
• positioning strategy