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