How to position a brand to success - spending less than read more

Do not place the old fashioned way

You know those big brands like Pepsi and Clorox, with all the money in the world to spend on research and development of brand positioning? They have a secret method to spend a lot less to learn much more before ever launching products on a mass scale. If you are a big brand trying to keep up or make a little trying to enforce every penny, come in close. This is how they do it.

It does not take much time or money

Branding companies that charge upwards of $ 100K, $ 200K or $ 500k and take six months to complete a proposed placement does not want us to say this. There is absolutely no reason the process should be lengthy, laborious, complex or expensive. What's more, there is no need to end up with a tome of research to decipher, hoping to dig the simple truths about your brand - that the intrinsic size.

With the right process run by the right agency, not a month in focus groups, not hundreds of thousands of dollars - should be a half day. And it will work exactly the same.

Making visual and you'll know where to go

Once your agency has established branding platforms 3-4 ownable brand positioning through the process (hopefully in a much shorter time than the typical scenario), are to develop "prior publication" to visually demonstrate each platform. This should take the form of advertising campaigns printing.

As consumers, we usually see and react to advertising. It 's only natural for us to know immediately if an advertising campaign that nails or missing completely. Use the same test for the brand-new platforms are being considered with the people in the marketing department. It 's too difficult to assess the accuracy of positioning by just a bunch of words in a document.

Bring the positioning to life through advertising is the clearest way to see its real application. In the ideal situation, the same people who develop the brand positioning should work on the preliminary advertisement - maintaining the strategy of being lost in translation between the branding of your company and your advertising agency.

Preliminary creativity goes a long way

At this point, you will be in an advantageous position. For far less money, you'll have your brand positioning - in addition to creative executions can be used in various useful ways. We call the "prior publication" work because it is designed to paint a clear picture for your internal marketing team. But that does not mean you can not make public.

Focus group ideas for measuring a platform against another brand. Start the ads in a test market for a true understanding of effectiveness. If you're going to have to run an advertising campaign "real" use of the work to inspire their thoughts after the handoff.

E 'the most interesting discovery of the implementation of visual mark. And large companies are using it to spend much less to know much more in today's ultra-competitive environment. Want to talk about do it for you?...