Power Positioning: "Create a Focused Impact" - Get Articles by Peter Andersen |  |
> Get Articles > Internet Marketing > Power Positioning: "Create a Focused Impact" Power Positioning: "Create a Focused Impact" Download as PDFPeter Andersen mediaprohawaii.com Focused Impact http://www.focusedimpact.com Power Positioning: "Create a Focused Impact" Written by Focused Impact Media Group (c) 2003 Positioning is a powerful concept in marketing. To illustrate, have you ever visited a fast food restaurant, and, in a rush to complete your order asked for a coke when you "perhaps" meant to order some other soft drink? The Coke brand and its owners have achieved a top of mind awareness. Their brand name has become synonymous with a commodity that has a strong demand. A lot of their success may be attributed to being the first successful soft drink on the mass market, other possibilities may be due to their perpetual multi-million dollar global marketing campaigns that span life-times as well as cultures. Whatever the cause, the Coke brand has a very successful & fortified position. Another example of a strong positioning statement that achieves a great top of mind awareness is Verizon's "Can you Hear Me Now" campaign. How many times have you uttered those exact words, sometimes even consciously when the person the other end of the line has a weak signal. In most cases, what follows are expressed or unexpressed images about the "Can You Hear Me Now Guy." Professional marketers know that with strong positioning, it is nearly impossible to be out-paced by the competition using moderate marketing dollars alone. Numerous cases exist where product owners with seemingly unlimited/ multi-million dollar marketing budgets were unsuccessful at winning significant market-share against a product with an established position. Given a strong position that is known by the market, the competition is better off not competing on your terms, because the consumer already intuitively associates your brand with the commodity and has successfully filed you away in their mental filing cabinets as occupying that "spot." Therefore, when marketing communications arrive that are contrary to the consumer's product knowledge, they are challenged or unconsciously blocked/denied by the mind. Now, having demonstrated the power of a strong positioning statement and the need to create a focused-impact, Will You Accept This Rose? Log-on to see an interactive demonstration of how positioning can help you achieve the coveted "top-of-mind." http://www.WillYouAcceptThisRose.com ------- Power Positioning Exercise: Can you think of a few viral-like positions (intentional or not) that help reinforce Mountain Dew's Code Red brand? Hint: One deals with extreme heat/humidity advisories within U.S. Cities & States that have extreme summer temperatures. -------- Article: Power Positioning: "Create a Focused Impact" (c) 2003 Focused Impact Media Group specializes in integrated marketing communications. We are skilled at optimizing results by coordinating multiple communication channels into a highly focused-impact that enhances brand identity, positioning and market awareness. For more information visit: http://www.focusedimpact.com . (c) 2000 - 2003. Focused Impact Media Group. All Rights Reserved. Reprint rights: This article may be freely reprinted providing above copy and resource box remains unchanged. //Signup for our newsletter for more business and marketing tips.// How useful did you find this article? This article can be downloaded freely from http://www.get-articles.com and used on your website or in your ezine so long as the author is credited and their resource box left intact. You should not change any links in the article, and where the article is used on a website it's links should be clickable. Please see our terms and conditions page for more information: http://www.get-articles.com/authors-publishers-terms.php |
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