Dear
Friends,
My good friend Anthony
Harrison teaches us about
the importance in
controlling the perception
of your brand in ever
crowded market place,
through the power of
positive positioning.
Learn from a man who has had
a wealth of experience with
working with well known
brands such as
Nivea,
Elastoplast, Mars, Snickers,
Selleys, Gloria Jean’s
Coffees, and Sanitarium.
Regards
Tony Gattari
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Power of Positive Positioning
How does
a brand rise above its competitors in a business environment that is
increasingly giving consumers a plethora of choice?
How does
a brand create a unique differentiator that sets you apart?
In an
industry (advertising) that contributes some 500 billion dollars
annually to the economy it is imperative that a brand controls how it is
perceived.
In the
media world, it is not who you are but how you are perceived that
counts.
You
simply must control perception.
So,
imagine if this perception not only rested positively in the consumer’s
intellect through advertising that targets the rational mind (brand
attributes) and not only instigated an emotional response through
advertising that touched the heart (how a brand will make you feel) but
also delved deeper into the core of who we are (what a brand stands for
beyond what the brand delivers).
Would
this then result in an increase in brand loyalty a consumer may have for
a particular product?
It is
this inner place where our deeply seeded philosophy lives, the inner
consciousness and the centre of reasoning, that makes a person
band-loyal.
To
control perception in this deepest place we need to influence a person’s
philosophy.
With
Philo (to love) and Osophy (to think, to know), philosophy can be
defined as being in love with your own thoughts.
When a
brand’s philosophy is positive and becomes a part of a consumer’s
philosophy, then the power of positive positioning kicks in, covering
not only the mind and emotions but also hitting a deeper place, the
place where once positioned in it will be hard to be removed from.
It is
said that if you can talk someone into something you can talk someone
out of something, however try and talk someone out of something that is
a part of a person’s philosophy.
So next
time you are considering the development of a strategic marketing
campaign, make sure to ask yourself, is this a “message that will leave
a lasting positive effect that goes beyond what the brand itself can
offer, beyond the rational and emotional triggers?”
Anthony Harrison
Managing Director, Brandwave
Ph: (02) 9440 2488
Email:
anthony@brandwave.com.au
Web:
www.brandwave.com.au
Special Offer!
If you would like to learn more about
improving the perception of your brand and marketing strategies,
Brandwave is offering a FREE 2 HOUR WORKSHOP with Anthony and his team
(Value of $1,200).
Book now for this workshop by contacting
Anthony on (02) 9440 2488 or email
anthony@brandwave.com.au
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