Great review of Brand positioning approach ! I found myself applying few of them without knowning about this categorisation. I want to suggest one more... to make it 10 : (brand) 'Experience - based positioning', where the user experience is the main driver/differentiator... especially with the increasing importance of 'un-boxing experience' triggered by the rise of e-commerce... what do you think ? Suzanne
I believe that every brand should have a unique experience and though I believe the experience contributes to the position, it should be supplimentary to the real difference and value the brand offers
Hi Steven, I just wondering how long we need in the brand strategy workshop to find out the brand positioning for our client, do we have to research first and come back the other day? thank you
Go in with research though allow your clients understanding of their unique difference ... Depending on the client, you can do this part of the workshop in 90mins - 3 hours
Just stumbled across this video, really like your thinking. I've added a few more of your videos to my watch list for the weekend and hopefully I can get some good insights before I create my luxury brand I've been working on.
Btw if I wanted to apply counter positioning to an incumbent like both Everlywell and more typical testing labs which of these strategies would you work. The new service would have additional end to end features absence from the others.
For counter-positioning against Everlywell and traditional labs, you might focus on: End-to-End Convenience - Highlight how your service goes beyond testing with seamless integration of results, insights, and follow-ups. Modern Trust and Innovation - Position your brand as medically reliable but more user-friendly and tech-driven than traditional labs.
@@BrandMasterAcademy wow you are good. That was my exact decision as well. After brainstorming It occurred to me that we could simultaneously counter positioning against two related but separate industries. In this case, both typical or DTC clinical testing and Health Information Exchanges (like Patientping or Patientory). I think there is a brilliant case to be made for vertical integration and decoupling to form a new blue ocean market. As I said I just subscribed and this video and the one about taglines with double meaning are two of my favorites.
No. The value proposition is a single statement that identifies the value behind the offer. The positioning strategy is the reason your audience would choose your brand when compared to your competitors. It defines why you’re different
Hi! I loved this video. THANK YOU for everything you create - I get to live my dream career thanks to your education. I have a question: My B2B client has multiple target audiences as a wholesale business - they cultivate, harvest, process, package, export, and sell a product at wholesale to S, M, and L businesses, as well as other exporters / wholesalers. They are also developing a training program for new and medium businesses in their industry. From learning about their audiences on our call, I am seeing that different positioning approaches may appeal to different members of their audience. In this case, what is your opinion on using different approaches per target, given the range in priorities and needs? I.e. Small Business might purchase 5-10lbs of product, vs. Exporter with big buyers might purchase 500-2000lbs of product. Medium biz 50-200lbs, Large business 800-1000lbs
🙏🙏 Delighted to hear....Find the common denominators to appeal on a brand level (There is only one brand and one position)... Use differentiated marketing to speak more specifically to individual segments 😊
In your opinion what positioning approach did the brand Coca Cola adopt ? And has it changed since the brand was first introduced? Also how do you think this strategy was implemented
Coca-Cola was around long before the concept of positioning though since the 80's they've been working consistently to align themselves with the feeling of happiness... That consistency over the years of being present at every holiday event from summer to Christmas is how they implemented it.
@@BrandMasterAcademy they are innocent archetype. You are so right. If you look.at an ad from the 90s to Now, you see the consistency. I believe it's because of their archetype.
![Brand Archetypes [The Brand Personality Framework]](/img/1.gif)
I've just written my Brand Positioning Statement off this guideline. I love it. I hope everyone else does.
Great work 👏👏👏
Great review of Brand positioning approach ! I found myself applying few of them without knowning about this categorisation. I want to suggest one more... to make it 10 : (brand) 'Experience - based positioning', where the user experience is the main driver/differentiator... especially with the increasing importance of 'un-boxing experience' triggered by the rise of e-commerce... what do you think ? Suzanne
I believe that every brand should have a unique experience and though I believe the experience contributes to the position, it should be supplimentary to the real difference and value the brand offers
@@BrandMasterAcademy Thanks for your reply ; I hear you, and agree !
I look forward to your vids every week.. Appreciate the break down of the different aspects of a Brand Strategy.
Cheers, Sheldon... hold onto your hat... plenty to come this year :)
Hi Steven, I just wondering how long we need in the brand strategy workshop to find out the brand positioning for our client, do we have to research first and come back the other day? thank you
Go in with research though allow your clients understanding of their unique difference ... Depending on the client, you can do this part of the workshop in 90mins - 3 hours
@@BrandMasterAcademy thank you 🙏🏻
@@jackjohn123 welcome 🙏🙏🙏
Loving you for this Stephen
Great video and great explanation. Now I understand more about business branding.
Great to hear 👍😀
So much great info and many great lessons! Thanks Stephen
My pleasure!
Just stumbled across this video, really like your thinking. I've added a few more of your videos to my watch list for the weekend and hopefully I can get some good insights before I create my luxury brand I've been working on.
Cheers David... I’m pretty sure if you binge over the weekend you’ll have plenty of ideas going in to next week 👍
Amazing video, all real marketing experts need to see this, great stuff
Glad you think so!
Great video. Keep it up. I just subscribed
Btw if I wanted to apply counter positioning to an incumbent like both Everlywell and more typical testing labs which of these strategies would you work. The new service would have additional end to end features absence from the others.
For counter-positioning against Everlywell and traditional labs, you might focus on:
End-to-End Convenience - Highlight how your service goes beyond testing with seamless integration of results, insights, and follow-ups.
Modern Trust and Innovation - Position your brand as medically reliable but more user-friendly and tech-driven than traditional labs.
@@BrandMasterAcademy wow you are good. That was my exact decision as well. After brainstorming It occurred to me that we could simultaneously counter positioning against two related but separate industries. In this case, both typical or DTC clinical testing and Health Information Exchanges (like Patientping or Patientory). I think there is a brilliant case to be made for vertical integration and decoupling to form a new blue ocean market.
As I said I just subscribed and this video and the one about taglines with double meaning are two of my favorites.
these are fantastic. Is it possible to have more visuals to help illustrate or support the points? Thanks.
Can’t update videos on YT but maybe in a future post 👍
Very informative. Thanks
Glad it was helpful!
WOW EXCELLENT! This guy it´s an authentic bible of the Brand! 😍
thank you
amazing video, i loved your content.
Glad you enjoyed it!
Great content!
thank you 🙂🙂🙂
Good stuff. I’m still confused on what comes first. Positioning or value proposition
Positioning... Your positioning defines why you're different and why that's valuable... your value prop simply words the value
is the value proposition the same as brand positioning?
No. The value proposition is a single statement that identifies the value behind the offer.
The positioning strategy is the reason your audience would choose your brand when compared to your competitors. It defines why you’re different
Great breakdown, I've learned something new here. Thanks for sharing!
Cheers Eduardo - Glad you enjoyed 🙏
Hi! I loved this video. THANK YOU for everything you create - I get to live my dream career thanks to your education. I have a question:
My B2B client has multiple target audiences as a wholesale business - they cultivate, harvest, process, package, export, and sell a product at wholesale to S, M, and L businesses, as well as other exporters / wholesalers. They are also developing a training program for new and medium businesses in their industry. From learning about their audiences on our call, I am seeing that different positioning approaches may appeal to different members of their audience. In this case, what is your opinion on using different approaches per target, given the range in priorities and needs? I.e. Small Business might purchase 5-10lbs of product, vs. Exporter with big buyers might purchase 500-2000lbs of product. Medium biz 50-200lbs, Large business 800-1000lbs
🙏🙏 Delighted to hear....Find the common denominators to appeal on a brand level (There is only one brand and one position)... Use differentiated marketing to speak more specifically to individual segments 😊
fantastic content, thank you!
Glad it was helpful Asa 👍
Thankkk you for the video..
Most welcome 👍
Loved this Video! So much information in a short amount of time - awesome - really helped with my own brain storming ideas. :))))
Great to hear thank you 🙏
@@BrandMasterAcademy :)))
Love it, keep at it!
Thank you! Will do! 👍😀
This is awesome.
Great to hear and Thanks 👍
I would add values-based positioning
That would have made it a clean 10 👍
Hey great video! You're very articulate - this helped me a lot with part of my digital marketing essay for my HDip :) Keep up the great videos!
Great to hear thank you 🙏
buen contenido!
Gracias Alvaro 👍
Ur videos are very knowledgeable
Much appreciated Pampomp Creations 🙏
And u have got the value based brand positioning 😉
👍🙏
what is ur IQ?
In your opinion what positioning approach did the brand Coca Cola adopt ? And has it changed since the brand was first introduced? Also how do you think this strategy was implemented
Coca-Cola was around long before the concept of positioning though since the 80's they've been working consistently to align themselves with the feeling of happiness... That consistency over the years of being present at every holiday event from summer to Christmas is how they implemented it.
@@BrandMasterAcademy they are innocent archetype. You are so right. If you look.at an ad from the 90s to Now, you see the consistency. I believe it's because of their archetype.