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