Strategy and Sausages:
A British Strategic Planner in Germany
Wednesday, 18 June 2014
Brands on the Black
Do you ever get paralysed by process, fed-up with frameworks while working on positioning a brand?
In the past, I can remember long debates about semantics - was "long-lasting" a benefit or a feature or a reason to believe? And, if it was a benefit, was it an emotional benefit or a rational benefit?
This kind of discussion usually leads nowhere and is often missing the point: what is really important about my brand? What makes people love it? What makes it indispensable?
Ulli Appelbaum is currently developing a new way (I hasten to call it a tool as actually it's more like a game) to help position brands and tell brand stories. It's currently in beta mode, so Ulli is open to thoughts, additions and subtractions.
It's called Positioning-Roulette. The thought behind it is that the act of brand positioning is as much about creativity and ideation as it is about intellect and process, although pre-given frameworks, agendas and philosophies often force marketers into thinking only along certain lines.
Positioning-Roulette helps you to find more creative solutions in a shorter space of time to a Brand Positioning task.
It's all about approaching the task from different angles - 25 of them, in fact, which are selected by random. These 25 areas include the usual suspects, such as Brand Purpose and Benefits, through to areas that you may not normally consider, such as Appeal to the Senses or Romancing how the Product Works, through to turning the task on its head - Conventions Disrupted, Problems & Paradoxes.
Just what you need, maybe, to move your brand from the red to the black.
When I was little, I wanted to be a spy. I got off to a good start, studying Psychology at Trinity College, Cambridge but somehow got side-tracked into the wonderful world of advertising and marketing.
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