| Defining Success with the 4Ps of Branding
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| | It is within the positioning of your
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| By Beth Flom
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| | product that you identify not only what
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| April 2008
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| | you do, but who you do it for and how you
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| Kids are growing up faster, drastically
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| | do it better. To define these elements,
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| shrinking the shelf life of toys and
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| | get out of your own head and think about
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| challenging manufacturers to create
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| | it from a consumer perspective. Does the
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| innovative items that capture interest
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| | consumer care more that your toys have
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| quicker and earlier. Outsourcing and
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| | articulated joints or that they are
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| overseas production has instigated a
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| | poseable and playable?
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| seemingly never-ending public scrutiny of
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| | As much as possible, put yourself in the
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| toy safety. And the proliferation of
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| | mindset of your customer. Clear
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| mass-market outlets as dominant retailers
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| | positioning provides a long-term plan for
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| has put power in the hands of
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| | company and product growth, so look back
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| distributors - often forcing reduced
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| | on original goals to determine how to
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| pricing and increased negotiation.
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| | move ahead. With a clear focus on the
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| These are just a sampling of the current
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| | consumer, you should always be able to
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| pressures most toy manufacturers face.
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| | find the right answer.
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| And it's the small and independent
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| | PERSONALITY
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| companies that feel these pressures the
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| | "You have to reach people on an emotional
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| most.
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| | level. It's all about feel," David Aaker
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| So, where do manufacturers focus energies
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| | said.
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| to ensure success? How does a toy become
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| | Coke and Pepsi sell virtually the same
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| the safest? Trendiest? Most educational?
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| | products, as do Apple and IBM, and Barbie
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| Cheapest? What strategy and price point
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| | and American Girl. Yet each does it
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| will peg consumer interest and ensure
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| | differently.
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| retailer buy-in?
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| | Coke addresses the family, creating warm
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| LOOKING FROM THE OUTSIDE IN
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| | moments around the fire with Santa Claus.
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| The answer involves looking outward at
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| | Pepsi takes the new generation and hurls
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| consumer demand and market pressures and
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| | them off cliffs with the comfort of a
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| looking inward to the company's strengths
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| | hang glider overhead. This is where the
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| and attributes. Having knowledge in both
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| | personality of the product is created. As
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| areas is the key to defining a memorable
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| | humans differ in their personalities, so
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| and lasting brand.
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| | do brands.
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| Finding the crossover between market
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| | Try pairing human attributes with your
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| desire and corporate strength may sound
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| | brand to create an original and
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| simple, but how do you find it? Consider
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| | consistent feel. Are you competent?
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| the 4Ps of branding: Promise,
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| | Genuine? Fun? Building marketing
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| Positioning, Personality and Perception.
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| | campaigns and visual representations
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| The deliberate blending of these elements
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| | around a personality creates a strong and
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| during the creation of your brand and the
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| | memorable emotional impact that stays
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| marketing of your products will establish
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| | with the consumer.
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| your distinct market presence.
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| | PERCEPTION
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| PROMISE
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| | Flag + Company believes good companies
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| "Marketing is the whole business seen
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| | become exceptional by following a simple
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| from the customer's point of view," Peter
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| | philosophy: "Know who you are. Tell
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| Drucker said. Brand - and marketing in
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| | others before they tell you."
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| general - must reflect a consistent
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| | If you don't take time to define your
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| customer experience.
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| | company and actively market it, the
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| What do you deliver every time a child
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| | market will do it for you. Consumers are
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| plays with your doll or a teen tackles
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| | not short on opinions, and when given the
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| your game? What can parents count on no
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| | opportunity to share their opinions -
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| matter which of your products they
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| | particularly in this age of immediate
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| purchase for their children? The answer
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| | information - they will.
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| is your brand promise. It's what keeps
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| | Take the reins before you are forced to
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| buyers coming back.
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| | counter market perceptions and potential
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| POSITIONING
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| | inaccuracies. Proactively establish your
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| "Positioning is not what you do to a
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| | brand and promote it in everything from
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| product, it is what you do to the mind of
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| | packaging to company voicemails.
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| the prospect," according to Jack Trout
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| | Consistent representation will dominate
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| and Al Ries. "That is, you position the
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| | perception.
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| product in the mind of the prospect."
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