The context during which a model is used can present enormous positioning alternatives for manufacturers both by understanding the context during which a model is already used or by associating your model with a particular utilization event (for instance, “Take a Break, Take a KitKat”).
One other instance is Beats by Dre, which grew to become the main model of headphones with a claimed 70% market share. It was deliberately related to the pre-game moments the place athletes attempt to give attention to the sport by blocking out all of the noise, criticism and selfdoubts, and principally get mentally prepared for the sport. By doing so, it took the class generic useful profit of “noise cancellation”, created an affiliation with this very particular and related listening event, and turned it right into a related shopper good thing about “reaching focus”.
In different circumstances, the model can determine new positioning alternatives by understanding the context during which they’re already utilized by customers. The model of beer you drink in public, for instance, makes a acutely aware or unconscious assertion about who you might be. A advertising crew at Dos Equis understood that the very last thing its core viewers (younger males) wished in a social context like a bar was to be perceived as boring. Their answer? The well-known and extremely profitable “Essentially the most attention-grabbing man on this planet” thought which allowed its drinkers to achieve social cachet and seem extra attention-grabbing than they in all probability have been.
5 Thought Starters
- Record all of the utilization and consumption events of your model. The place is your model usually used or consumed, with whom and why?
- What that means is related to these moments?
- If the utilization event is social, what does the patron say about herself utilizing that model? What and the way do others affiliate with this shopper?
- What do they convey about themselves when consuming the model at these events or occasions or places? What potential fears or obstacles do folks have in that particular context?
- What position would your model have to play in that context to both faucet into these wishes or assist customers overcome their fears?
Contributed to Branding Technique Insider by: Ulli Appelbaum, excerpted from his e-book The Model Positioning Workbook
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