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