Alegerea unei pozitionari pentru un brand si a mesajelor asociate acestei pozitionari este una dintre cele mai importante activitati in marketing. Ea incepe prin studierea concurentei si a spatiilor din comunicare ocupate si a felului in se utilizeaza publicitatea pentru a plasa brandurile in aceste spatii.
In blog post-ul “Recapitalizare si marketing” am facut un review de manual de marketing al celor 6 domenii pe care comunicatorii le analizeaza atunci cand doresc sa creeze un nou mesaj care sa patrunda prin perdeaua deasa de mesaje emise de ceilalti jucatori. Scriam in acel post ca:
in functie de domeniul ales si cat de aglomerat este acel domeniu, creativii care lucreaza pentru advertiser dezvolta un concept de comunicare si il declina in executii pentru diverse canale.
Revin in acest blog post cu cateva detalii privind felul in care branduri cunoscute au ales sa se pozitioneze utilizand cele 6 domenii. Intregul process de asezare a brandurilor in “domenii” se numeste “AdMapper”.
Analiza publicitatii facute de competitori in “AdMapper” poate releva spatii de comunicare neocupate si ajuta la evitarea celor aglomerate. De exemplu, publicitatea la bere si la batoanele de ciocolata este foarte predictibila – comunicarea in aceste categorii este similara si merge pe o reteta de tipul: “daca si tu gandesti asa, atunci acesta este brandul tau” (publicitatea lor scoate in evidenta o serie de atitudini ale utilizatorilor si ale brandului).
Cele 6 domenii sunt:
Iata care sunt explicatiile si brandurile care comunica foarte bine si clar in aceste domenii:
Volvo – familia mea este in siguranta. A BENEFIT proposition focuses on the benefit or experience of a product’s use. Communications built from this proposition domain express the benefit that is the result of, an explanation of, or supported by, a particular product feature and its use, e.g. “saves you time”, “makes you thinner”.
There are rational as well as emotional benefits – these are often linked in communication. In addition, benefits are frequently demonstrated in advertising through comparisons, testimonials and analogies.
The goal of communication in this domain is to make consumers associate the benefit with the brand in order to generate consumer preference.
Audi – progres prin tehnologie. Under a FEATURES proposition, the focus is placed on highlighting a particular feature, characteristic ingredient or attribute of the product, the benefit of which is so apparent, it needs no explanation, e.g. the number of cash dispensing machines a bank has, the 0-60 acceleration of a car, a secret recipe.
Advertising frequently emphasizes the feature by exaggerating it, “cut-away” demonstrations of it, semi-science explanations of it.
The goal of communication in this domain is to link recall of the brand with the feature “You’ll remember this product because it is…”
Unicef – uniti pentru copii. BELIEFS communication expresses the beliefs and attitudes of the brand or the user. These beliefs may be intrinsic to the product and its manufacture, or a borrowed point of view about the world and the context/motives of the consumer.
Communication drawing on beliefs propositions often creates empathy by highlighting a value or attitude that the brand and target audience may hold in common.
Belief ads literally focus on the belief of the company, the brand or the user and nothing else. The goal of communication in this domain is to create empathy for the brand by communicating and bringing to life the brand or the user’s values.
British Airways – aducem milioane de oameni impreuna. MOTIVE advertising focuses on defining and explaining the company’s purpose, its reason for being, its corporate “vocation” and drive – why it does what it does, suggesting it has a unique role to play in our lives or a distinct motive for being in business. Motive ads often express a company’s desire to change, challenge or promote a particular cause or issue on the behalf of the consumer, or the world at large.
L’OREAL – Paris. Communication in the AREA domain creates the world where the brand lives or originates, its territory. This may be a real physical location or a made-up, metaphorical world, time or place where certain attitudes or behaviors are commonplace.
Communication based on these propositions evokes a strong sense of the brand’s world, its time, place or moodset, weaving the brand into this environment.
NIKE – simbolul. The RECOGNITION proposition solely focuses on building recognition and familiarity using the brand’s core iconography, symbols and other proprietary properties. The resulting communications are made from nothing other than the product or company name, branding or proprietary “iconography”. Most advertising features a logo or brand name/pack. However, recognition communications are made entirely from just these elements.
This kind of communication aims to make the face of the brand famous, instantly known and recognized.