five tips for successful brand positioning

5 TIPS FOR SUCCESSFUL

Using Quantitative Market ResearchBRAND POSITIONING

CORE BENEFITS &1.CONSUMER LANGUAGE

TELL YOUR BENEFITS INTHEIR WORDS.

Make sure that you have identified relevant,rational and emotional benefits, as well as theright consumer language.

Kraft Macaroni and Cheese could say it has a richcheese flavor, but "It's the cheesiest" isconsumer language. Using consumer languagecan set your brand apart from others.

AVOID TESTING2."SHADES OF GREY"

TEST DISTINCTLYDIFFERENT IDEAS.

One mistake is testing positioning statements thatare very similar and expecting nuances to result insignificant differences. Subtle differences will notbe readable.

The key is to ensure that all statements aredistinctly different ideas and written in the sameformat.

BUILD IN3.PERSPECTIVE

PERSPECTIVE.

Let's assume that you have a few positioningstatements. How do you test them to seewhich is the most motivating? Will you knowif any of them are compelling enough toconsumers?

We recommend including a control toprovide perspective on how each positioningperforms in absolute.

GET THE "WHY"4.AS WELL AS THE "WHAT"

IT TAKES MORE THANJUST A SCORE.

You need to understand what is and is notworking and where there are opportunities tostrengthen the positioning.

Your research partner should provide you withrich diagnostics. You need to understand yourappeal, relevance, believability, brand anduniqueness.

AGREE ON WHAT5.SUCCESS LOOKS LIKE

WHAT IS SUCCESSTO YOU?

Does the winning positioning have to performas well as the control or score significantlyhigher? On what measures?

Make sure you set the criteria with your teambefore you get results.

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