Intersection Marketing

Business Strengths + Insights from Market Intelligence = Customer-Compelling Values.

<h2><a href="http://johniduh.yolasite.com/breakthrough-marketing/eating-and-drinking-on-the-go-trends-led-beverage-manufacturers-introducing-plastic-and-cans-beverages-such-as-plastic-coke-lacasera-teems-eat-can-malt-can-juice-eat-" title="Eating-and-Drinking-on-the-go trends led beverage manufacturers introducing Plastic and Cans Beverages, such as plastic: Coke, Lacasera, Teems, eat, Can-malt, can-Juice eat.">Eating-and-Drinking-on-the-go trends led beverage manufacturers introducing Plastic and Can Beverages, such as plastic: Coke, Lacasera, Teems, Can-malt, Can-Juice eat</a>, etc</h2>

Eating-and-Drinking-on-the-go trends led beverage manufacturers introducing Plastic and Can Beverages, such as plastic: Coke, Lacasera, Teems, Can-malt, Can-Juice eat, etc

Posted 185 weeks ago
<h2><a href="http://johniduh.yolasite.com/breakthrough-marketing/trends-in-healthy-living-through-immune-boosting-led-alliance-in-motion-global-developed-c24-7" title="Trends in healthy living through immune boosting led Alliance in Motion Global developed:  C24/7">Trends in healthy living through immune boosting led Alliance in Motion Global developed: C24/7</a>.</h2>
<p><small><span>C24/7 Natura-Ceuticals contains the most number of anti-oxidants with approximately 22,000 phytonutrients in one product. The ingredients of C24/7 work in “synergy” to produce the maximum result for your body, making it the most potent anti-aging product in the history of supplementation.</span></small></p>
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<p><span>C24/7 is the new breakthrough in food supplements; a unique and patented formulation that delivers the highest amount of anti-oxidants and phyto-nutrients.<br/><br/>C24/7 is packed with benefits for different needs, from controlling blood sugar and cholesterol, to healthy blood circulation and sexual vitality.</span><span></span></p>

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Trends in healthy living through immune boosting led Alliance in Motion Global developed: C24/7.

C24/7 Natura-Ceuticals contains the most number of anti-oxidants with approximately 22,000 phytonutrients in one product. The ingredients of C24/7 work in “synergy” to produce the maximum result for your body, making it the most potent anti-aging product in the history of supplementation.

C24/7 is the new breakthrough in food supplements; a unique and patented formulation that delivers the highest amount of anti-oxidants and phyto-nutrients.

C24/7 is packed with benefits for different needs, from controlling blood sugar and cholesterol, to healthy blood circulation and sexual vitality.

Posted 185 weeks ago
<h2><a href="http://johniduh.yolasite.com/breakthrough-marketing/dual-trend-in-the-in-hot-drinks-and-the-use-of-herbs-led-kasapreko-a-ghanaian-based-alcoholic-manufacturer-introduces-alomo-bitters-" title="Dual-trend in the in Hot-Drinks and the use of herbs led KASAPREKO, a Ghanaian based alcoholic manufacturer introduces Alomo Bitters.">Dual-trend in the in Hot-Drinks and the use of herbs led KASAPREKO, a Ghanaian based alcoholic manufacturer introduces Alomo Bitters.</a></h2>
<p><small><strong>Alomo Bitters</strong><span class="apple-converted-space"> </span><span>is a herbal alcoholic product made</span><span> </span><span>from carefully chosen tropical plant extracts and</span><span> </span><span>very well known for its proven medicinal values.</span><span> </span><span>It has its roots in the traditional herbal industry</span><span> </span><span>that is meticulously researched by the Centre for</span><span> </span><span>Scientific Research into Plant Medicine a World</span><span> </span><span>Health Organization affiliate, based at Mampong</span><span> </span><span>Akuapem in the Eastern region of Ghana.</span></small></p>
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<p><span class="yui-tag-span yui-tag"><span class="yui-tag-span yui-tag"><strong><br/>Alomo Bitters</strong><span class="apple-converted-space"> </span><span>– A herbal based drink, is not just any ordinary alcoholic drink. With its origins from Ghana, Alomo Bitters is made from carefully selected tropical plant extracts which forms part of a secret recipe. It’s popular for its aphrodisiac qualities.</span></span><span><br/></span></span></p>
<p><span class="yui-tag-span yui-tag">To quote a recent article by Euromonitor -<span class="apple-converted-space"> </span><em>“Africa brings one of the most surprising alcohol growth stories in recent times. Distilled in Ghana, sales of Alomo Bitters in neighboring Nigeria have skyrocketed over the last few years. What’s behind the jump? The drink is said to hold aphrodisiac qualities for men and women. Nigerians mix the beverage with non-alcoholic beer – sales of that have soared in the country too. Plans to export the drink to more countries on the continent are said to be afoot. -</em><span class="apple-converted-space"></span><strong><em>Euromonitor’s</em></strong><span class="apple-converted-space"></span><em>Malandrankis says the supposed sexual enhancing properties “hit all the right buttons in Nigeria.” Watch out for it on local shelves soon.”</em><span></span></span></p>

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<p><span class="yui-tag-span yui-tag">Packaged in a<span class="apple-converted-space"> </span><strong>200ml PET, 30ml Sachet</strong><span class="apple-converted-space"> </span>and<span class="apple-converted-space"> </span><strong>750ml Glass</strong><span class="apple-converted-space"> </span>bottle Alomo Bitters is developed in conjunction with the Center for Scientific Research into Plant Medicine in Ghana, an affiliate of the World Health Organization,<span class="apple-converted-space"> </span><strong>Alomo Bitters contains natural components/ingredients which promote/stimulate/enhances vitality and general well being.</strong><span></span></span></p>

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<p><span class="yui-tag-span yui-tag">Alomo Bitters is also c<strong>leanses bowel and relieves body pain, helps ease menstrual pains/cramps in women and contains anti malaria properties</strong><span></span></span></p>

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<p><span class="yui-tag-span yui-tag">Alomo Bitters is enjoyed all over the world, it’s vitalizing and best enjoyed straight or mixed with your favorite juice or soda.<span></span></span></p>

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<p><span class="yui-tag-span yui-tag">In 2012 Alomo Bitters was awarded a Super Brand. It has also been identified to be amongst the top 5 emerging brands in the world by CNN money.<span></span></span></p>

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<p><a href="http://money.cnn.com/gallery/news/companies/2013/10/08/exotic-drinks/6.html"><strong><span class="yui-tag-span yui-tag"><a href="http://money.cnn.com/gallery/news/companies/2013/10/08/exotic-drinks/6.html">http://money.cnn.com/gallery/news/companies/2013/10/08/exotic-drinks/6.html</a></span></strong></a></p>
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Dual-trend in the in Hot-Drinks and the use of herbs led KASAPREKO, a Ghanaian based alcoholic manufacturer introduces Alomo Bitters.

Alomo Bitters is a herbal alcoholic product made from carefully chosen tropical plant extracts and very well known for its proven medicinal values. It has its roots in the traditional herbal industry that is meticulously researched by the Centre for Scientific Research into Plant Medicine a World Health Organization affiliate, based at Mampong Akuapem in the Eastern region of Ghana.


Alomo Bitters
 – A herbal based drink, is not just any ordinary alcoholic drink. With its origins from Ghana, Alomo Bitters is made from carefully selected tropical plant extracts which forms part of a secret recipe. It’s popular for its aphrodisiac qualities.

To quote a recent article by Euromonitor - “Africa brings one of the most surprising alcohol growth stories in recent times. Distilled in Ghana, sales of Alomo Bitters in neighboring Nigeria have skyrocketed over the last few years. What’s behind the jump? The drink is said to hold aphrodisiac qualities for men and women. Nigerians mix the beverage with non-alcoholic beer – sales of that have soared in the country too. Plans to export the drink to more countries on the continent are said to be afoot. -Euromonitor’sMalandrankis says the supposed sexual enhancing properties “hit all the right buttons in Nigeria.” Watch out for it on local shelves soon.”

Packaged in a 200ml PET, 30ml Sachet and 750ml Glass bottle Alomo Bitters is developed in conjunction with the Center for Scientific Research into Plant Medicine in Ghana, an affiliate of the World Health Organization, Alomo Bitters contains natural components/ingredients which promote/stimulate/enhances vitality and general well being.

Alomo Bitters is also cleanses bowel and relieves body pain, helps ease menstrual pains/cramps in women and contains anti malaria properties

Alomo Bitters is enjoyed all over the world, it’s vitalizing and best enjoyed straight or mixed with your favorite juice or soda.

In 2012 Alomo Bitters was awarded a Super Brand. It has also been identified to be amongst the top 5 emerging brands in the world by CNN money.

http://money.cnn.com/gallery/news/companies/2013/10/08/exotic-drinks/6.html

Posted 185 weeks ago
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<h2><a href="http://johniduh.yolasite.com/gurus-on-marketing/chinalife-introduced-%E2%80%9Cultra-slim-tea%E2%80%9D-kinetizing-" title="Chinalife Introduced “Ultra Slim Tea” - Kinetizing!">Chinalife Introduced “Ultra Slim Tea” - Kinetizing!</a></h2>
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<p class="MsoNormal"><span></span><strong>Chinalife,</strong> born in 2007,  felt that the concept of natural healthy living with herbs and tea had, for far too long, been thrown together with images of perfectly pure people restricting themselves from indulgence. </p>
<p class="MsoNormal"><span>With such reason in mind, <strong>Chinalife</strong> introduced </span><strong>Ultra Slim Tea, </strong><span>a high grade herbal tea traditionally used to help reduce weight & regulate blood fat levels - an effective and natural way to lose weight. </span><strong>Ultra Slim Tea</strong><span> can be infused up to 3 times simply by adding fresh water. Ultra Slim Tea defines a  market space, Kinetizing!</span></p>

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Chinalife, born in 2007,  felt that the concept of natural healthy living with herbs and tea had, for far too long, been thrown together with images of perfectly pure people restricting themselves from indulgence. 

With such reason in mind, Chinalife introduced Ultra Slim Tea, a high grade herbal tea traditionally used to help reduce weight & regulate blood fat levels - an effective and natural way to lose weight. Ultra Slim Tea can be infused up to 3 times simply by adding fresh water. Ultra Slim Tea defines a  market space, Kinetizing!

 

Posted 186 weeks ago
<h2><a href="http://johniduh.yolasite.com/gurus-on-marketing/historical-flashback-create-a-business-space-in-the-newspaper-industry" title="Historical Flashback create a Business space in the Newspaper Industry">Historical Flashback creates a Business space in the Newspaper Industry</a></h2>
<p><span>The desire to document Nigeria’s historical past events has led to the emergence of a newspaper called <strong>Historical Flashback.</strong> The newspaper  serves as the reservoir of information about Nigeria’s past from the pre colonial period, publishing past historical stories in a refreshed manner for documentation purpose. Many things happened in the country  and they continue to happen because many people did not know what happened in the past. </span><strong>Historical Flashback</strong><span> is the first of its kind in the newspaper industry. </span><strong>Historical Flashback</strong><span> is in the market to fill the gap of documentation. The documentation of the past and materials about Nigeria’s past events that cannot be found anywhere. “If you pick the newspaper you can read about events of 100 years ago, stories of past events before and after the country’s independence. The publishers are researching on the past stories in the country so that they can be freshly presented for those who have anything to do with Nigeria. It’s not just newspaper, its historical, as well as documented information. </span></p>

Historical Flashback creates a Business space in the Newspaper Industry

The desire to document Nigeria’s historical past events has led to the emergence of a newspaper called Historical Flashback. The newspaper  serves as the reservoir of information about Nigeria’s past from the pre colonial period, publishing past historical stories in a refreshed manner for documentation purpose. Many things happened in the country  and they continue to happen because many people did not know what happened in the past. Historical Flashback is the first of its kind in the newspaper industry. Historical Flashback is in the market to fill the gap of documentation. The documentation of the past and materials about Nigeria’s past events that cannot be found anywhere. “If you pick the newspaper you can read about events of 100 years ago, stories of past events before and after the country’s independence. The publishers are researching on the past stories in the country so that they can be freshly presented for those who have anything to do with Nigeria. It’s not just newspaper, its historical, as well as documented information. 

Posted 186 weeks ago
<h2><a href="http://johniduh.yolasite.com/gurus-on-marketing/kinetizing-marketing-has-the-ability-to-drive-successes-consider-the-introduction-of-energy-bars-whose-market-was-fragmented-by-definition-targeting-at-different-demograp" title="Kinetizing Marketing has the ability to drive successes. Consider the introduction of energy bars, whose market was fragmented by  definition targeting at different demographics.">Kinetizing Marketing has the ability to drive successes. Consider the introduction of energy bars, whose market was fragmented by definition targeting at different demographics.</a></h2>
<p><strong><span> </span></strong><strong><span>Energy bars</span></strong><span> are supplemental bars containing </span><span><a href="http://en.wikipedia.org/wiki/Cereal" title="Cereal"><span>cereals</span></a></span><span> and other high energy foods targeted at people that require quick energy but do not have time for a meal. They are different from </span><span><a href="http://en.wikipedia.org/wiki/Energy_drink" title="Energy drink"><span>energy drinks</span></a></span><span>, which contain </span><span><a href="http://en.wikipedia.org/wiki/Caffeine" title="Caffeine"><span>caffeine</span></a></span><span>, whereas bars provide </span><span><a href="http://en.wikipedia.org/wiki/Food_energy" title="Food energy"><span>food energy</span></a>. </span><span>Holland & Barrett stock a wide range of energy bars that combine </span><a href="http://www.hollandandbarrett.com/pages/categories.asp?cid=5"><span>sports nutrition</span></a><span> with great tasting confectionary. Customer favourite Powerbar, offer a wide choice of tasty energy bars that are a great source of </span><strong>protein</strong><span> and long lasting energy. Trek bars also come in a range of delicious forms, including protein packed flapjacks and virtually fat free brownies.</span>However, there are Energy bars for women, for children, for sports people; even protein bar, Nutrition bar, Honey bar etc.</p>

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Kinetizing Marketing has the ability to drive successes. Consider the introduction of energy bars, whose market was fragmented by definition targeting at different demographics.

 Energy bars are supplemental bars containing cereals and other high energy foods targeted at people that require quick energy but do not have time for a meal. They are different from energy drinks, which contain caffeine, whereas bars provide food energyHolland & Barrett stock a wide range of energy bars that combine sports nutrition with great tasting confectionary. Customer favourite Powerbar, offer a wide choice of tasty energy bars that are a great source of protein and long lasting energy. Trek bars also come in a range of delicious forms, including protein packed flapjacks and virtually fat free brownies.However, there are Energy bars for women, for children, for sports people; even protein bar, Nutrition bar, Honey bar etc.

 

Posted 186 weeks ago
<p class="MsoNormal"><strong><span>Revlon: An ultimate Kinetizing Marketer, smart at Category innovation. Consider  the innovation of  @Colorstay Lipstick!“</span></strong></p>

<p class="MsoNormal"><span>Revlon is a global color cosmetics, hair color, beauty tools, fragrances, skincare, anti-perspirant / deodorants and beauty care products company whose vision is<span class="apple-converted-space"> </span></span><span class="corporatebold"><strong>Glamour, Excitement and Innovation through High-quality Products at Affordable Prices</strong></span>. <span>The company began its success with <strong>opaque long-lasting nail enamel</strong> sold to beauty salons. Revlon sold its nail enamel through department stores and selected drugstores. llicitudin.</span> <span>Revlon® is one of the strongest consumer brand franchises in the world. Revlon’s global brand portfolio includes Revlon® color cosmetics, Almay® color cosmetics, SinfulColors® color cosmetics, Pure Ice® color cosmetics, Revlon ColorSilk® hair color, Revlon® beauty tools, Charlie® fragrances, Mitchum® anti-perspirant / deodorants, and Ultima II® and Gatineau® skincare and its products are sold in over 100 countries across six continents. Websites featuring current product and promotional information can be reached at<span class="apple-converted-space"> </span></span><span><a href="http://www.revlon.com/" target="_blank"><span><a href="http://www.revlon.com">www.revlon.com</a></span></a></span><span>,</span><span></span></p>

Revlon: An ultimate Kinetizing Marketer, smart at Category innovation. Consider  the innovation of  @Colorstay Lipstick!“

Revlon is a global color cosmetics, hair color, beauty tools, fragrances, skincare, anti-perspirant / deodorants and beauty care products company whose vision is Glamour, Excitement and Innovation through High-quality Products at Affordable Prices. The company began its success with opaque long-lasting nail enamel sold to beauty salons. Revlon sold its nail enamel through department stores and selected drugstores. llicitudin. Revlon® is one of the strongest consumer brand franchises in the world. Revlon’s global brand portfolio includes Revlon® color cosmetics, Almay® color cosmetics, SinfulColors® color cosmetics, Pure Ice® color cosmetics, Revlon ColorSilk® hair color, Revlon® beauty tools, Charlie® fragrances, Mitchum® anti-perspirant / deodorants, and Ultima II® and Gatineau® skincare and its products are sold in over 100 countries across six continents. Websites featuring current product and promotional information can be reached at www.revlon.com,

Posted 186 weeks ago
<h2><a href="http://johniduh.yolasite.com/gurus/starbucks%E2%80%98-howard-schultz-is-one-of-my-nominees-for-kinetizing-strategy" title="Starbucks‘ HOWARD SCHULTZ is one of my nominees for kinetizing strategy" target="_self">Starbucks‘ HOWARD SCHULTZ is one of my nominees for kinetizing </a>Initiatives</h2>
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<div><span class="userContent">When HOWARD SCHULTZ, starbucks ceo till year 2000,came to the company in 1982, he recognized an unfilled niche for “cafes serving gourmet coffee directly to customers“. This strategic initiative helps starbucks achieve loyal customer base in Seatle. In the next growth phase, it applied the same successful formular that had worked wo<span class="text_exposed_show">nders in seattle, first in other cities in the pacific Northwest, then through out North America, and finally, across the globe. Once starbucks had established itself as a presence in thousands of cities internationally, it sought to increase the number of purchases by existing customers with “kinetizing strategy“ that led to new in-store merchandise including compilation CDs, Starbucks Duetto Visa Cards that allows customer to recieve points towards starbucks‘ purchases when they use it; and high-speed internet wireless access at thousands of starbucks‘ HOTSPOTS through a deal with T-MOBILE. Finally, starbucks kinetized into grocery store aisles with Frappucino bottled drinks, starbucks‘ self-branded ice-cream, and the purchase of a tea retailer, Tazor Tea!</span></span></div>
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Starbucks‘ HOWARD SCHULTZ is one of my nominees for kinetizing Initiatives

When HOWARD SCHULTZ, starbucks ceo till year 2000,came to the company in 1982, he recognized an unfilled niche for “cafes serving gourmet coffee directly to customers“. This strategic initiative helps starbucks achieve loyal customer base in Seatle. In the next growth phase, it applied the same successful formular that had worked wonders in seattle, first in other cities in the pacific Northwest, then through out North America, and finally, across the globe. Once starbucks had established itself as a presence in thousands of cities internationally, it sought to increase the number of purchases by existing customers with “kinetizing strategy“ that led to new in-store merchandise including compilation CDs, Starbucks Duetto Visa Cards that allows customer to recieve points towards starbucks‘ purchases when they use it; and high-speed internet wireless access at thousands of starbucks‘ HOTSPOTS through a deal with T-MOBILE. Finally, starbucks kinetized into grocery store aisles with Frappucino bottled drinks, starbucks‘ self-branded ice-cream, and the purchase of a tea retailer, Tazor Tea!
Posted 186 weeks ago
<h2><a href="http://johniduh.yolasite.com/blog/ford-repositioned-existing-products-services-resulting-in-an-original-category-" title="Ford Used Kinetizing Model Repositioned Existing Products/Services Resulting in an Original Category." target="_self">Ford Repositioned Existing Products/Services Resulting in an Original Category.</a></h2>
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<p><span>In the United Kingdom, Ford positioned its Galaxy Minivan in relation to First-Class Air Travel comfortable enough to be suitable for busy executives. By highlighting attributes far different from those that would appeal to buyers looking for a family vehicle, the automaker used a classic Kinetizng approach created a Minivan subcategory.</span></p>
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Ford Repositioned Existing Products/Services Resulting in an Original Category.

In the United Kingdom, Ford positioned its Galaxy Minivan in relation to First-Class Air Travel comfortable enough to be suitable for busy executives. By highlighting attributes far different from those that would appeal to buyers looking for a family vehicle, the automaker used a classic Kinetizng approach created a Minivan subcategory.

Posted 186 weeks ago
<h2><a href="http://johniduh.yolasite.com/blog/royal-philips-used-market-insight-to-kinetize-attuned-to-consumer-tech-trend" title="ROYAL PHILIPS Leverage Market Insight Plus Consumer Electronics-Trend to Kinetize" target="_self">ROYAL PHILIPS Used Insights from Consumer Electronics-Trends, Kinetiz</a>ing</h2>
<p><span class="usercontent"><span>Philips researchers asked 1,650 consumers and 180 customers in dozens of in-depth and qualitative interviews and focus groups on what was most important to them in using technology. Respondents from the Uk, U.S, France, Germany, The Netherlands, Hong Kong, China and Brazil agreed on one theing: they wanted the benefits of tech</span></span><span class="textexposedshow"><span>nology without the hassles. With these, Philips crafted “Sense and Simplicity” campaign with the believe that their brands plus innovation will reflect simplicity – the major of mordern technology. To achieve its plans, Philips tirlessly integrate media: the campaign consists of prints, Online, Television advertisement showcasing perspectives on the journey to simplicity, resonating with consumers. It just make sense!</span></span></p>

ROYAL PHILIPS Used Insights from Consumer Electronics-Trends, Kinetizing

Philips researchers asked 1,650 consumers and 180 customers in dozens of in-depth and qualitative interviews and focus groups on what was most important to them in using technology. Respondents from the Uk, U.S, France, Germany, The Netherlands, Hong Kong, China and Brazil agreed on one theing: they wanted the benefits of technology without the hassles. With these, Philips crafted “Sense and Simplicity” campaign with the believe that their brands plus innovation will reflect simplicity – the major of mordern technology. To achieve its plans, Philips tirlessly integrate media: the campaign consists of prints, Online, Television advertisement showcasing perspectives on the journey to simplicity, resonating with consumers. It just make sense!

Posted 186 weeks ago

Brand Archetype Model: Guide To Positioning Strategy

Posted by JOHN BRIGHT on Tuesday, January 22, 2013 Under: Business Principles That Work

In this insightful model,  Joseph Gelman and Michael Dunn have noted that Companies often engage in an analytical and creative process to develop or review their brand positioning, an exercise often triggered by the need to support a revised business strategy.

One of the risks they may encounter, however, is embarking on positioning development that lacks a strong enough strategic foundation. One way to offset this is by employing a “Brand Archetype” model, which helps define the space in which brands should play, providing strategic direction for the brand positioning.

The Brand Archetype model was inspired by the understanding that brand positioning is dictated by a company’s assets, business situation, and future strategy, as well as the “appetite” for category disruption.

The model has two axes:

  • Issues Addressed: This axis refers to the opportunities or issues that the brand wants to address with its positioning. These include “business issues” that are specific to the brand’s current situation, “category issues,” or situations that are typical to the category. Another, “changing the narrative,” means the positioning will address aspects that are not at the core of the current category thinking.
  • Message Focus: The second axis provides guidance on the messaging that the brand will want to pursue in its positioning. It might be around “established customer beliefs” that already exist in the category, or around “unclaimed, new territories” which are unexpected and in principle not commonly associated to the different brands in the category.

There are six archetypes that can be explored to help frame the options for positioning:


Archetype 1

In Archetype 1, a brand will invest behind a single, key driver of choice in the category. This archetype is usually present in industries with very clear and stable drivers, and is pursued by brands that can credibly own these drivers today and in the future.

Brands in this space are typically incumbent or strong leading players in their categories. One example in the U.S. is Verizon, which consistently positions its brand around the quality, reach, and superiority of its network, the key driver of choice in the industry that can be fully owned and leveraged by the category leader. In Europe, Banco Santander has been able to win in the category by consistently owning key functional such as size, number of offices, global reach and financial strength, which are increasingly important during the financial crisis.

Brands that are in the position of owning key drivers of choice in their categories should definitely develop a positioning that anchors on Archetype 1. This entails reinforcing leaderships versus trying to force an “emotional positioning” and disregarding what is really driving consumer choice.

Archetype 2

Archetype 2 involves bringing together two seemingly conflicting ideas. It is usually pursued if established category trade-offs can be upended, and by any brand that can identify these “conflicting” ideas and make them work together.

The key challenge in this archetype is making these two conflicting ideas work together in a relevant and credible way. The traditional example of brands playing in Archetype 2 would be when the soda category developed diet or light versions, as at that stage refreshing cool drinks were associated with sugar and weight gain. Bringing those two aspects together was truly differential and resonated well with consumers. A more recent example in the U.S. would be the retailer Target, which successfully proved that shopping for the best prices does not conflict with a premium, and even “stylish” experience.

Archetype 3

Archetype 3 is a “high risk - high return” one. In it a brand will aim to destroy the established thinking of the category by basically commoditizing the key drivers of choice. Brands should pursue Archetype 3 if they don’t have the key assets to compete but they believe there is “another way” in their category.

Many new entrants in established categories embody this archetype. European insurer “Direct Line” has reframed the industry by basically commoditizing the product and delegitimizing the relevance of traditional drivers as the role of the agent and the need for a solid and established company behind the brand. Its brand is trying to convince consumers that car insurance is a commodity with no value added and it should therefore be acquired through a less time-consuming process and at the lowest possible price.

Established or market leading brands find it difficult to adopt this archetype, as it usually implies fundamental change in the dominant business model or a price war, which is achievable by new entrants but not by established players with a lot of business to lose if the category gets disrupted.

Archetype 4

Sometimes, a company can win by turning a disadvantage into an advantage. This requires the company to speak in a clear and transparent way, to recognize that it has failed and that has learned from past mistakes and re-emerged stronger and more confident. This archetype should be pursued if the brand believes that it can extract value out of an apparent liability.

The re-branding of Domino’s Pizza is one such example. It has involved explicit and transparent communications of all the negative aspects that the consumer experienced and a public commitment to improving. A more subtle and emotional approach is the Chrysler corporate story, admitting that the company has “lost its way”, but still promising a comeback in a very confident way. To win in this archetype, the brand needs to be able to publically acknowledge its flaws and commit to dealing with them. That’s not easy, and it requires transparent communications, long-term commitment, and internal desire for real change.

Archetype 5

Some categories, particularly in the service sector, generate a great deal of frustration in customers. Archetype 5 focuses on solving key category pain points that are widely known and suffered by customers. This archetype should be pursued if a brand understands that customers are open to a “new way.”

In Europe, insurance company Zurich Financial has positioned its brand in this archetype. Through extensive research it found that category customers felt that the industry was not getting the basics right. In particular, customers didn’t believe their insurer would be there for them if there was a problem or accident. Building on that key industry pain point, Zurich Financial developed the “Zurich Help Point” positioning. It was implemented successfully across all the relevant touchpoints of the customer journey, ensuring that customers believed that the brand will be there for them when needed.

Category pain points are often widely understood by key brands in the market, but not addressed because they either require high levels of investment or would negatively impact sources of revenues. When a brand commits itself to addressing category pain points, it needs to be aware of the financial implications of this move. To succeed with this type of positioning, it will have to act in a way that is not natural (or the norm) to its category.

Archetype 6

The most difficult archetype to tackle is Archetype 6: investing in a driver that it is unexpected for the category. This one can be pursued if there is a white space for differentiation that extends beyond category parameters.

Identifying that white space can prove challenging. A positioning around this archetype takes considerable out-of-the-box thinking that translates into new, bold and big ideas to anchor the brand. A small number of truly successful brands have been created around this archetype, but success takes internal comfort with an idea that cannot be “proved” up front via traditional research. It requires being comfortable with a lower burden of proof and making a final decision almost entirely based on existing information and instincts. When done successfully, it represents a long-term source of competitive advantage.

Camper, the Spanish shoe brand that now has a global presence, is anchored in Archetype 6. The brand basically looked away from all traditional functional and emotional drivers in the category, and has been positioning itself around its capacity to be different. This included claims/campaigns around things like “the walking society” and “a little big company.” A better-known example is Apple, with its focus on design, simplicity, and style in a category that at one stage was dominated by hard-core technology and performance.

There is no single “right” archetype and in principle, any brand could explore positioning in any of them. That said, as the descriptions suggest, certain models may hold more value for certain types of brands than others.

Brand archetypes are a helpful intermediate guide to inform thinking about brand positioning. By understanding the various spaces in which a brand can play off its essence, attributes, and customer experiences, businesses can more easily develop and refine their brand positionings with the benefit of a stronger strategic perspective. In doing so, companies increase the likelihood that they’ll win with customers and in the market.

In : Business Principles That Work 



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