Generally, a perceived weak point of the product (or service) or model might be re-framed into a constructive level of differentiation by telling a narrative that helps change the way in which individuals assume about it, or by including that means to this perceived weak point. For instance – one of many negatives related to Heinz’s Ketchup has all the time been its gradual pour (earlier than the introduction of the plastic squeeze bottle). However as an alternative of ignoring the difficulty Heinz has often embraced it to justify the richness and high quality of its product. It even went so far as to tilt the labels on its bottles in order that the label can be completely horizontal when held within the place that ensured the perfect pour angle. Heinz turned a perceived detrimental right into a constructive by justifying it with the product’s richness and high quality.
Guinness has turned the 119.5 seconds it takes to pour an ideal pint of Guinness (a possible detrimental affiliation) right into a advantage, expressed by its lengthy standing declare “Good issues come to those that wait”. A British firm previously referred to as Get Wonky is making juices from imperfect fruit and veggies, principally fruits that might usually be wasted due to the way in which they appear, whereas additionally elevating consciousness for meals waste (it’s objective). It absolutely embraced the idea of flawed meals and adjusted its identify to “Flawsome”, within the course of turning a detrimental right into a constructive and serving to individuals change the way in which they take a look at flawed fruit and veggies.
The target right here is to rework a perceived weak point right into a constructive that can help and reinforce the model’s profit. This strategy is especially highly effective when the “weak point” can really be skilled by the person.
- Listing all of the perceived weaknesses your model has which will act as a possible buy barrier.
- Going via the earlier listing, how would you justify and rationalize every of those weaknesses as a model energy?
- Now translate these into positioning territories.
Contributed to Branding Technique Insider by: Ulli Appelbaum, excerpted from his e-book The Model Positioning Workbook
The Blake Mission Can Assist You Differentiate Your Model In The Model Positioning Workshop
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