"Marketers tend to write brand positioning statements as if the brand was the single most important thing in the consumer's life."
The marketer in me really hates to agree, but I do.
August 13, 2007
johnmoore (from Brand Autopsy)
As a marketingologist with the Brand Autopsy Marketing Practice, I give companies “Second Opinions” about the business and marketing activities they are currently doing or considering doing.
John, I don't really see the harm in this. At the time consumers make a purchase, they want to make an important purchase. People don't just want to buy any old thing.
So I think the practice is ok in most cases. Maybe not for a package of Twizzlers, but for cars, tires and flat panel TV's, I think it's ok.
Posted by: Jay Ehret | August 13, 2007 at 11:01 PM
Jay ... brand positioning statements are good exercises and needed exercises. However, marketers tend to OVER-THINK EVERYTHING. Many times we get caught up in the minutia of crafting the perfect brand essence statement that fits OUR needs but has little to do with CUSTOMER needs.
Spending far too much time in the marketing minutia makes any marketer lose sight of the people who actually use the products/services we are marketing. That's my takeaway from Tom's quote.
Posted by: johnmoore (from Brand Autopsy) | August 13, 2007 at 11:37 PM
Ummmm, isn't this America? Aren't brands supposed to be the most important things in our lives?
;)
Posted by: Jeffry Pilcher | August 14, 2007 at 10:18 AM
No one will admit that brands are the most important thing in their lives, however, everyone is influenced by them. Yes, even Twizzlers (would you rather buy the Safeway store brand or the real deal even if they were exactly the same?). Therefore, writing a brand positioning statement as if its the most important thing in a consumer's life is crucial.
Focusing on brands reigns supreme!
Posted by: Bubb Rhubb | August 14, 2007 at 11:01 AM
Linked to this idea is something that really struck me and stuck in my mind was a speech that Maurice Saatchi, of the communication group Saatchi fame, made in June 2006 where he argued that one day brands would only ever be able to own a word, and the sooner that marketing people thought about that the better, clearer and easier it would become to create powerful and interesting communication.
He said, “One word equity is the global ownership of one word in the consumer’s mind. In any one category there will be good and bad words. I envisage companies competing to own the most powerful word”
I really think he has a point and it also forces us marketers to really focus on one really big point of difference that will connect.....
Gary
Posted by: Gary Bembridge (unleashed on marketing blog and podcast) | August 14, 2007 at 11:37 AM