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Back in the days
of cowboys and
large ranches
they heated up
a branding iron
till it sizzled
and marked their
cattle. Why? So
that owners could
tell the cattle
apart. It labeled
their product
and made it instantly
identifiable.
The mark was good
for buyers too
- they began to
see differences.
The Lazy X cattle
are fat and sleek.
Double Bar cattle
on the other hand
aren't in good
shape. Triple
Circle cattle
are always good,
but the owner
is difficult to
do business with
and you don't
always get what
was promised.
The principle is
exactly the same
today - and even
more so on the
Internet. There
are million of
sites. Why should
I visit your site?
To create a brand
you have to get
people thinking
about positive
and desirable
qualities.
Coke is still the
real thing. Coke
evokes much more
than just a good
tasting and refreshing
drink - it also
brings to mind
experiences and
memories connected
with Coke. Pepsi
is the choice
of a new generation.
It's connected
with youth and
change. When you
see the swoosh
you don't even
have to see the
name - you immediately
get a complete
picture of what
wearing Nike means.
So how do you create
this "tangible
difference"? By
understanding
positioning strategies
- deciding exactly
who you are and
what you do. How
are you different
from all the other
mousetraps on
the market and
the Internet?
And by having
a very focused
message and knowing
who to deliver
that message to.
Branding guru Al
Ries says: Focus.
Focus on your
specialties, a
specific audience,
a specific value,
and delivering
your message in
a specific tone
of voice.
McDonald's has
always been a
'family restaurant'
and not a 'burger
bar'. What's the
difference? None
really. But focusing
on the family
is their positioning
strategy. They
push that in everything
they do. McDonald's
knows that by
targeting families,
it hits one of
the most attractive,
loyal consumer
groups available.
You get to the
parents' wallets
via the kids'
minds.
This does not mean
they don't attract
other customers.
My teenage boys
are loyal McDonalds
fans. But imagine
if they focused
on attracting
teenagers - how
many families
would be showing
up?
Once you know who
you're targeting,
formulate your
message. Who are
we and what are
our values? What
do you want them
to think of when
they think of
your brand? What
tracks should
it leave in the
consumer's mind?
What impressions
spring to mind
when you hear
Mercedes, Toyota,
and Chrysler?
Each one has its
own distinct set
of characteristics.
It's quite simple.
What would you
like consumers
to think when
they perceive
your brand? Focus
on your brand's
values, and communicate
them consistently.
Now get the message
out. Focus on
being consistent
and create a message
that becomes recognizable
as the voice of
your brand, one
that communicates
the brand's values
to its target
audience day after
day, year after
year, anywhere
and everywhere.
Links for this
week:
http://whatsnextonline.com/wno/newsletter25.html
an interview with
Al Ries
http://www.wilsonweb.com/wmt5/product-difference.htm
Sally Falkow
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