Ganibade
Verified member
Based on my 23 years of establishing brands and businesses with Procter & Gamble, we have been sharing some lessons learned from them. The most recent articles concentrated on product positioning, branding, and brands. An overview of P&G's process for developing brand positioning strategies is given in this article. In addition to the positioning strategy, this is often referred to as the copy strategy, advertising strategy, or branding strategy. This is significant since, often, a brand's support extends beyond its advertising.
A brand positioning strategy outlines the rationale for why we anticipate customers will choose our brand over the competitors. The content directly results from the good or service and the fundamental consumer need for which it is designed.
This will give the fundamental message of the brand orientation, which should remain constant across all communication channels even though the message's delivery may vary. Since it serves as the foundation for choice vs. competition, it is inherently competitive.
Utilizing the Creative Work Plan to Develop the Strategy
Work your way down through the remaining elements starting at the top.
1 Important Detail
a single piece of known information about the brand that is acknowledged as the main factor affecting or describing the performance of the brand. The information must be a single truth, regardless of whether it pertains to the brand itself, the competition, the customer, innovation, etc.
A brand positioning strategy outlines the rationale for why we anticipate customers will choose our brand over the competitors. The content directly results from the good or service and the fundamental consumer need for which it is designed.
This will give the fundamental message of the brand orientation, which should remain constant across all communication channels even though the message's delivery may vary. Since it serves as the foundation for choice vs. competition, it is inherently competitive.
Utilizing the Creative Work Plan to Develop the Strategy
Work your way down through the remaining elements starting at the top.
1 Important Detail
a single piece of known information about the brand that is acknowledged as the main factor affecting or describing the performance of the brand. The information must be a single truth, regardless of whether it pertains to the brand itself, the competition, the customer, innovation, etc.
