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THE ART OF POSITIONING AND WHY YOU CAN’T AFFORD TO SCREW IT UP

8 Sep

Many people have different interpretations about what a brand or product positioning means.   It’s one of those concepts that is hard to pin down, yet at the same time is so important and crucial to the long-term success of your business.   Positioning is at the heart of your brand.  It’s essentially the summation value of everything your brand is about.

Positioning is built from what you know to be true about your customer.   It takes the benefits you’ve outlined and makes them clear and meaningful to customers. In its simplest of forms, positioning is the mental space  you want to occupy in your customer’s mind, so that you clearly stand out from your competition.

Positioning is the first thing you want your customer to think about when they hear your brand name.  The Emotional Connection with your customer is the key to being a brand.  But that emotional bond should be reflected in the positioning statement for the business.

Positioning is more about emotions and less about the facts.

That’s why marketers, who think a claim about their product or service is a positioning statement, really miss the boat.  The same goes for a description of your type of business. There’s no emotion in that and it’s emotions that differentiate a brand.

As the brand positioning gurus Al Ries and Jack Trout said in 1981’ Positioning: ‘The Battle for your Mind’    “Positioning is NOT what you do to a product (or brand).      Positioning is what you do to the mind of the prospect.”

In 1972 Jack Trout and Al Ries wrote three seminal articles on brand positioning that were published in Advertising Age. Thirty-six years later the merits of their thinking holds steadfast. This is an excerpt of their article ‘The Brand Positioning Era Cometh’.

Remember the Mind Is a Memory Bank To better understand what an advertiser is up against, it may be helpful to take a closer look at the objective of all advertising programs – the human mind. Like a memory bank, the mind has a slot or “position” for each bit of information it has chosen to retain. In operation, the mind is a lot like a computer. But there is one important difference. A computer has to accept what is put into it. The mind does not. In fact, it’s quite the opposite. The mind, as a defense mechanism against the volume of today’s communications, screens and rejects much of the information offered it. In general, the mind accepts only that new information which matches its prior knowledge or experience. It filters out everything else. For example, when a viewer sees a television commercial that says, “NCR means computers,” he doesn’t accept it. IBM means computers. NCR means National Cash Register. The computer “position” in the minds of most people is filled by a company called the International Business Machines Corp. For a competitive computer manufacturer to obtain a favorable position in the prospect’s mind, he must somehow relate his company to IBM’s position. Yet, too many companies embark on marketing and advertising programs as if the competitor’s position did not exist. They advertise their products in a vacuum and are disappointed when their messages fail to get through.

www.blueorangeasia.com |  ideas@blueorangeasia.com

www.blueorangeuk.com

branding-bangok-thailand-strategy1-sisley-fashion-junkie-1

 

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HILTON MALDIVES HOSPITALITY ADVERTISEMENT

18 Aug
maldives - branding-advertising

This is one brand marketing advert for Hilton Maldive.

HILTON ASIA PACIFIC ADVERTISING PRINT CAMPAIGN.
Official sales and brand marketing material for tourism Asia

#BrandingMaldives  #Digital Marketin g #AdvertisingAgencies  #Marketing # MaldivesTourism

http://www.blueorangeasia.com

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Creation of a new advertising, branding strategy

18 Aug

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While speaking to a group of advertising CEOs recently, we asked how many of them share their business plans with their advertising agencies. Only a small number raised their hands.

It’s not surprising. It seems agencies and clients are equally at fault for this “separate camps” mentality. The important strategic business stuff never leaves the corporate office, and agencies tend to get caught up in the creative execution of assignments to promote sales. The result is that businesses seldom see their agencies as valued strategic partners.

What a waste, and here’s why. A company’s business strategy has a far greater chance of success if it is aligned with the company’s brand strategy. The really great advertisers get together with their really great agencies and make really great brands. So why can’t smaller advertisers and agencies benefit from working this way also? Well, often the business doesn’t have a written business plan. Or, the CEO, president, COO, CFP and VPs shut themselves in a room and brainstorm a business strategy, then they pass it down to marketing for a plan and execution. What a waste of good perspective. Most agencies can offer incredible external insights and bring critical customer data into the mix to make for a better plan.

Here’s an example of a terrific business strategy perfectly aligned with a brilliant brand strategy. In the early seventies, BMW held a miniscule share of the European luxury car market and an even smaller share of that audience’s mind. Mercedes-Benz outsold BMW 3 to 1, establishing its foothold on the U.S. market by promoting its “European Engineering.” However, if you talked to BMW designers, they’d tell you their cars had far superior engineering than Mercedes-Benz’s cars. They would also suggest they designed and built cars with much greater responsiveness to a driver’s actions, providing a better sense of the road beneath and offering greatly enhanced control.

Mercedes, according to BMW, had a smoother ride. However, BMW’s tighter feel and enhanced responsiveness gave drivers the sense they were in complete control, something no other brand of automobile offered. This handling advantage was greatly appreciated by sports car aficionados and car enthusiasts.

Thus, a business strategy was born. “At Bayerische Motoren Werke, we will build highly engineered automobiles and market them to performance-minded enthusiasts.” This new strategy was communicated to all of the company’s employees, strategic partners, suppliers, distributors, customers, sales teams and marketers. And, at this point, with BMW’s agency (Ammirati & Puris) involved in every step of the strategy development, a brand strategy was carefully crafted and aligned for the purpose of advancing an overall corporate message: “BMW, the ultimate driving machine.”

This message was also delivered to the same employees, strategic partners, suppliers, distributors and customers. In three decades, BMW’s business strategy and brand strategy alignment have driven the company to the top of the category, and today, BMW outsells Mercedes-Benz 3 to 1.

This strategy alignment should never be ignored. That is, the two should never operate exclusively, nor should C-level executives and their agencies. We believe combined intelligence, know-how and experience can be of great value to all. Our brand discovery process provides the perfect link. When we facilitate a branding session, we recruit a company’s CEO, COO, VP of marketing, marketing managers, sales managers, folks from operations and someone in the field with a clear pulse on the buyer. Then, we spend half a day in an information-distilling process, identifying simple facts to possible unique selling points and absolute USPs.

And, our proprietary process includes a built-in delivery mechanism to assure the company’s newly discovered positioning is deliverable constantly and consistently. The outcome is the new or revisited business strategy, the basis for the development of a crystal clear and memorable brand positioning statement and, ultimately, the company’s internal and external brand communications strategy.

For all the reasons just mentioned, we always say, “Brand development is not a marketing initiative; rather, it is a corporate initiative.” It must start at the top and permeate from the president to the guy sweeping the floor in the factory, and that’s before we start talking to customers and prospects.

To take this alignment further, let us suggest it can also surface and highlight other issues worthy of exploration… things such as “What’s our business model, our channel strategy, now that the business and brand strategies are  one?” and “Should our vision for the future stay intact, or should we revisit it?”

Here’s the typical scenario: A client wants growth and increased sales (1). (see figure 2.) The agency responds with an ad campaign or some creative execution as the solution (2). This happens all the time; we agencies are famous for it. But, the smarter agency will come back with an insightful argument (like BMW) for business and brand alignment initiatives before any ads are written (3&4). From the outcome of this discovery process, the client, agency and other strategic partners can re-evaluate its distribution strategies, communications, sales networks and processes (5) and even take a fresh look at the company’s vision (6). With this new, linear perspective, sales and growth can now increase, creating a smoother ride to greater success.

So remember, to propel your brand forward, share your business plan with your agency and brainstorm collaboratively with it as your partner. You’ll find the agency will bring a vital external perspective to your strategic thinking and this team approach will lead your company to increased profits.

Brand Platform The Brand Platform consists of the following elements:

•   Brand Vision The brand’s guiding insight into its world.

•           Brand Mission How the brand will act on its insight.

•           Brand Values The code by which the brand lives. The brand values act as a benchmark to measure behaviors and performance.

•           Brand Personality The brand’s personality traits

•           Brand Tone of Voice How the brand speaks to its audiences.

Brand Positioning The distinctive position that a brand adopts in its competitive environment to ensure that individuals in its target market can tell the brand apart from others. Positioning involves the careful manipulation of every element of the marketing mix.

Brand Strategy A plan for the systematic development of a brand to enable it to meet its agreed objectives. The strategy should be rooted in the brand’s vision and driven by the principles of differentiation and sustained consumer appeal. The brand strategy should influence the total operation of a business to ensure consistent brand behaviors and brand experiences.

Brand Tone of Voice See HYPERLINK “http://www.brandchannel.com/education_glossary.asp#BrandPlatform”Brand Platform.

Brand Valuation The process of identifying and measuring the economic benefit – brand value – that derives from brand ownership.

Brand Values The code by which the brand lives. The brand values act as a benchmark to measure behaviors and performance. (See also HYPERLINK “http://www.brandchannel.com/education_glossary.asp#BrandPlatform”Brand Platform.)

Brand Vision See

Branding Selecting and blending tangible and intangible attributes to differentiate the product, service or corporation in an attractive, meaningful and compelling way.

ADVERTISING AGENCY POSITIONING, POINTS OF DIFFERENCE IN THAILAND ASIA

18 Aug

 

ADVERTISING AGENCY POSITIONING, POINTS OF DIFFERENCE IN THAILAND ASIA

 

By BLUE ORANGE UK BRANDING MARKETING ADVERTISING CONSULTANTS | www.blueorangeuk.com

 BRAND POSITIONING IN ASIA

Positioning Affects Every Aspect of Your Communications–And Your Business

Positioning is the basis for all your communications–your packaging and product design, sales promotions, advertising, and public relations. Everything you do must reinforce that position–otherwise you just undermine your marketing efforts and sow confusion instead of confidence. Positioning is serious business. You must choose the right position, for now and down the road.

Do the work now to develop a clear position for your business vis-à-vis your competitors. You’ll ensure that you get the most from your advertising budget. The truth is that with enough money, you can buy success in advertising. Mediocre, unfocused messages from a company without a clear position will generate sales surprisingly well if that company buys enough time or space to pound the message home. But think how much farther that budget could take you if you had a focused message, a unique selling proposition, and a target audience for your offering. Positioning–and the creative approach that grows from it–make the difference.

 

Developing the Positioning Statement and the Tagline

To begin creating your own sense of positioning for your business, answer the following questions with short, articulate answers that relate your offering to your customers’ needs.

  1. What does your business do?
  2. For whom?
  3. What is your biggest benefit to them?
  4. Prove your claim. To what do you attribute that benefit?
  5. How will your customers perceive this benefit, relative to the competition?

 

 

 

Position is that one thing.

That one descriptive sentence or slogan the company is known for.

That one specific idea that first comes to mind about the product.

That one characteristic that sets the service apart from competitors.

For Volvo that one thing is “Safety.”

McDonalds is “A fun place for kids.”

In Jakarta, Indonesia, Bluebird is “The safest way to travel by taxi.”

And everyone knows, Avis tries harder.

Be tangible, and vivid:

“The bank on every block.”

“We’re #2, so we try harder.”

“Welcome aboard, your Highness.”

Be snappy and specific:

“Good to the last drop.” Maxwell House.

“Think different.” Apple computers.

“Quick as a click.” Citibank PC banking.

 

Forget generic or ambiguous:

“Get the sensation.”

“More like the woman you are.”

“You have the power.”

 

 

Asda’s strap line is “Permanently low prices” and they use a large rock which they often place outside their stores to symbolise that their low prices are set in stone and are aiming to always achieve a low price promise. This places them at the lower end of the market.

 

Then Tesco state “Every little helps” this indicates that though they might not be the cheapest they are very price conscience and trying to give their customers the very best value. So they are nearer the low to mid range of the market position.

 

Sainsbury’s strap line is “Good food cost less” now this is in the medium to high position so they are saying that they supply quality food but still aware of the price.

 

Marks & Spencer is simply “Your M&S” now this is in the higher end of positioning along with Waitrose, though M&S also sells mainly clothes it still has a high number of retail outlets and indicates that their food will be high quality to your total satisfaction and of course their foods is higher priced.

 

Brand Positioning.

 

 The object of positioning a brand is to cause people to feel that there is no completely satisfactory substitute for the brand.

 

To position a brand requires that you make choices. Having a position means that the brand will appeal to some people and not others. A brand can be positioned in several ways: offering a specific benefit, targeting a specific segment, price, or distribution.

 

Benefit positioning can be used if the brand perceivably differs in its ability to deliver a specific benefit. The power of a benefit position will depend on how many people care about the benefit and how different the brand is in delivering it.

 

 

Target positioning requires that all a brand’s marketing be focussed on a specific segment. The target may be defined demographically, economically, geographically, ethnically or attitudinally. To work, a target position should cause the people in the target to perceive the brand as superior in meeting their particular needs.

 

Price positioning puts the brand either at the top or bottom of the category. By being the most or least expensive brand in the category the brand takes on a specific identity. Obviously the size of the customer franchise, brand image and profit margins will be affected by this strategy. It is difficult to defend a price position.

 

Positioning by distribution is an often overlooked, but effective strategy. Placing a brand in a channel that is not used by competitors can effectively differentiate it and establish a unique identity. Being the first product of its kind sold in a channel of distribution can cause people to perceive it differently.

 

The importance of a strong brand position is not to be underestimated. It can last for years, even, as in the case of Ivory, for over a century. It may sound like heresy but I believe that neither innovation or quality are, by themselves, sufficient to guarantee that a brand will achieve all that it is capable of in the market place. What makes a position right is difficult to define. Bob Cox, chairman of the Cox group and creator of the long lasting, “ We make it simple” campaign that helped position Honda, says that positioning occurs when a “truth in the product” is connected to a “need of the consumer” by compelling communications. Every product has certain “truths” about it. Not every product has unique truths or truths that are very different from competition.

 

________________________________________________________

 

 

MERCEDES  BRAND POSITIONING

 

 

Mercedes-Benz car brand

Slogans: Unlike any other.

 Mercedes-Benz. The Future of the Automobile.

  Engineered to move the human spirit.

 

Honda Cars

Slogans:

The Power of Dreams

  It must be love

 Honda. First man, then machine

 Technology you can enjoy

 

 Acura cars (the Honda Motor’s brand)

Ad slogans:

The True Definition of Luxury. Yours.

 Acura. Precision Crafted Performance

  

FIAT Cars

Advertising slogan:

Driven by passion. FIAT.

Alfa Romeo car brand

Slogans:

Alfa Romeo. Beauty is not enough

Power for your control

 

Volvo Cars

Advertising slogan: Volvo. For life 

Subaru Cars 

Taglines:

Subaru. Think. Feel. Drive.

  Driven By What’s Inside

  When You Get It, You Get It

 The Beauty of All-Wheel Drive

  

Ford Vehicles

Advertising slogans:

Ford. Feel the difference.

  Ford. Bold moves. (USA)

Built for life in Canada. (Canada)

 Built for the road ahead.

 Ford. Designed for living. Engineered to last.

 Have you driven a Ford lately?

 

 

 

 

Infiniti vehicles

Marketing slogan:

Infiniti. Accelerating the Future.

 

BMW automobiles

Marketing slogans:

BMW. The Ultimate Driving Machine.

  BMW. Sheer Driving Pleasure.

 The Ultimate Driving Experience.

 

Jaguar cars

Ad slogans:

Born to perform.

  Unleash a Jaguar.

 Don’t dream it. Drive it!

 Jaguar. The art of performance.

 Grace…. space… pace.

 

 

Audi automobiles

Marketing slogans: Keeping ahead through technology.

   Everyone dreams of an Audi.

 

 

Volkswagen, the German car brand

 

Slogans: Volkswagen. Drivers wanted. (US marketing campaign)

  For the love of the car.

  Relieves gas pains.

 

 Surprisingly ordinary prices (UK campaign for VW Passat, Golf, Polo)

Peugeot, the French automobiles

Marketing slogans: Peugeot. Live the pleasure.

 The drive of your life.

  The lion goes from strength to strength.

 

 

Toyota car brand

 

Taglines: Today Tomorrow Toyota. (Europe)

Toyota. Moving Forward.

  The best built cars in the world.

 

           

 

 

 

Rover car brand

 

Advertising slogan: Rover. A Class Of Its Own.

 

 

Land Rover vehicles

Advertising slogan: Land Rover. Go beyond.

 

Chevrolet Cars

 

Slogans:

Chevrolet. An American Revolution

 See the USA in your Chevrolet

 The Heartbeat of America

 The road isn’t built that can make it breathe hard!

  Eye it – try it – buy it!

 

 

Hyundai Motor’s cars

 

Slogans: Hyundai. Drive your way

 

 Always There for You

 Driving is believing

 Prepare to want one

 

 

Nissan Motor’s cars

Taglines: Shift

   Shift expectations.

 You can with a Nissan.

 Just wait you drive it.

 

 Lexus cars (a Division of Toyota Motor)

Advertising slogans:

The Passionate Pursuit of Perfection

 The Relentless Pursuit of Perfection

 

 

Porsche automobiles

Ad slogan:

Porsche, There is No Substitute

 

 

Skoda Auto

Advertising slogans: Skoda. Simply Clever

  It’s a Skoda. Honest.

——————————————————————————————————————-

BLUE ORANGE UK BRANDING, MARKETING, ADVERTISING CONSULTANTS/

Registered Offices.

Blue Orange Asia Bangkok.
1 Silom Road, 9th floor. Zuellig House, Bangkok 10150.
Tel: 66 (0) 2 231 8047 |  Fax: 66 (0) 2 231 812

Blue Orange UK in London England UK   www.blueorangeuk.com          

Level 1, Devonshire House, 1 Mayfair Place, London W1J 8AJ, United Kingdom

Email ideas@blueorangeuk.com

 

Blue Orange Asia in Hong Kong

The Hong Kong Club Building.  Suite 901 Level 9, 3A Chater Road Central Hong Kong

Email ideas@blueorangeasia.com

 

 

 

Blue Orange Asia in HCMC Ho Chi Minh City Vietnam  

Me Linh Point Tower 2, 6th & 7th Floor, 02 Ngo Duc Ke Street, District 1, Ho Chi Minh City

Email ideas@blueorangeasia.com

 

Blue Orange Asia in Yangon Myanmar

Office hub. Office@36th, No.129, 36th Street, Kyauktada Township, Yangon, Myanmar.

Email ideas@blueorangeasia.com

 

Blue Orange Asia in Singapore       

The Metropolis Tower 2. 11 North Buona Vista Drive, Unit #08-09, Singapore

Email ideas@blueorangeasia.com

The Art of Brand, Marketing Positioning, and the 5 P’s of Successful Marketing in the UK, Hong Kong, Singapore.

18 Aug

*PROBABLY THE BEST ARTICLE EVER WRITTEN ON HOW TO POSITION A BRAND OR PRODUCT.*

If you are creating and launching a new brand or product in the United Kingdom, China, Myanmar, Malaysia, Hong Kong or Singapore  in 2017, the follow superb article will help you.

In 1972 Jack Trout and Al Ries wrote three seminal articles on brand positioning that were published in Advertising Age. Thirty-six years later the merits of their thinking holds steadfast.

This is an excerpt of their article The Brand Positioning Era Cometh.

Remember the Mind Is a Memory Bank.  To better understand what an advertiser is up against, it may be helpful to take a closer look at the objective of all advertising programs – the human mind.  Like a memory bank, the mind has a slot or “position” for each bit of information it has chosen to retain. In operation, the mind is a lot like a computer.  But there is one important difference. A computer has to accept what is put into it. The mind does not. In fact, it’s quite the opposite.
The mind, as a defense mechanism against the volume of today’s communications, screens and rejects much of the information offered it. In general, the mind accepts only that new information which matches its prior knowledge or experience. It filters out everything else.

For example, when a viewer sees a television commercial that says, “NCR means computers,” he doesn’t accept it. IBM means computers. NCR means National Cash Register.
The computer “position” in the minds of most people is filled by a company called the International Business Machines Corp. For a competitive computer manufacturer to obtain a favorable position in the prospect’s mind, he must somehow relate his company to IBM’s position.
Yet, too many companies embark on marketing and advertising programs as if the competitor’s position did not exist. They advertise their products in a vacuum and are disappointed when their messages fail to get through.
Seven Brands Are Mind’s Limit The mind, as a container for ideas, is totally unsuited to the job at hand.

Capture the Mind. Win the Day.

How to POSITION A BRAND
The first step is to identify one specific attribute that sets it apart from competitors. Just because a competitor could possibly say the same thing doesn’t mean you should not use it. The first to plant their flag claims the mountain. While positioning is how you want to be known, it must reflect reality. How the company really is known. Or how it can believably be known.

Example: Avis conducted research that heard employees saying, “We have to try harder because we’re so much smaller.”
Example: The way people really think about the 7-11 store on the corner is “Convenient, but more expensive.”
So you might position them with a slogan that says, “Worth the convenience.” You could even build a campaign around that idea, “Worth the convenience.”
Your positioning statement should reflect the way people really think — using simple language real people really use.  Lay’s potato chips has a campaign using the line, “Let’s do lunch.” The idea is to position Lay’s chips as a companion to your noon meal. It works well because that particular colloquial expression was already floating around in people’s heads, but not associated with another product.

#BrandPositioning  #Branding

Ready to position your company, product or service?  Try this:
Step 1: Make a list of all significant competitors and write a sentence defining their position in the market.
Step 2: Next define the current position of your company, product or service, as it really exists in the minds of consumers.
Step 3: Now identify a specific attribute about your product that can differentiate it from the competition in a way that some consumers will find desirable.

Don’t write just one. Come up with several. Then pick the best, and if one doesn’t stand out as best, then test several. It’s fine if that one thing only appeals to a segment, even a small segment, of your customers. It’s better to be specific than general. And you can amplify other attributes in the ad campaign. So don’t try to be all things to all people.  All at once.

If you have a great position, keep it. Position is that one thing. That one descriptive sentence or slogan the company is known for. That one specific idea that first comes to mind about the product.  That one characteristic that sets the service apart from competitors.

SOME GREAT EXAMPLES OF BRAND POSITIONING STATEMENTS
Maxwell House coffee is “Good to the last drop.”
For Volvo that one thing is “Safety.”
McDonalds is “A fun place for kids.”
In Jakarta, Indonesia, Bluebird is “The safest way to travel by taxi.”
And everyone knows, Avis tries harder.

A BRAND’S POSITIONING STATEMENT SHOULD GENERALLY BE THE SAME AS THEIR COMPANY ‘MISSION’
For a good example, here’s google’s Mission statement (versus brand position, but it’s pretty much the same thing): “To organize the world’s information and make it universally accessible and useful.” All of Google’s new products and services are in alignment with this mission. It’s clear, simple and memorable. It works as a compass and a sword.

BlueOrangeAsia has branded many of the world’s leading brands and products in London, England, UK, Thailand, Vietnam, Hong Kong, Malaysia and Singapore over the past 25 years.

The Best Brands in the world work with us because we produce Better Ideas and Better Results.

TO EXPERIENCE OUR CLEAR CREDIBLE DIFFERENCE, CONTACT US NOW for an informal meeting and free consultation.

ideas@blueorangeasia.com  |  http://www.blueorangesia.com

#NewBrandPositioning  #SingaporeBranding #HongKongBranding  #BangkokBranding

 

A BRAND’S POSITIONING STATEMENT SHOULD GENERALLY BE THE SAME AS THEIR COMPANY ‘MISSION’

For a good example, here’s google’s Mission statement (versus brand position, but it’s pretty much the same thing): “To organize the world’s information and make it universally accessible and useful.” All of Google’s new products and services are in alignment with this mission. It’s clear, simple and memorable. It works as a compass and a sword.

 

Creating a Winning Brand Promise

The goal of any brand positioning exercise is to develop a brand promise that is unique, compelling and believable. Any successful brand positioning project must evaluate all potential brand promises against these three criteria – unique, compelling and believable. The winning promise must deliver against all three criteria or it won’t work. The only way to assess this is to measure each of these for each brand promise option with each key target audience.

As an example, we explored the following potential brand promises for Rochester, New York. This is how one target audience, current residents, evaluated them:

 

Getting Into the Mind of the Consumer

The easiest way of getting into someone’s mind is to be first. It is very easy to remember who is first, and much more difficult to remember who is second. Even if the second entrant offers a better product, the first mover has a large advantage that can make up for other shortcomings.

However, all is not lost for products that are not the first. By being the first to claim a unique position in the mind the consumer, a firm effectively can cut through the noise level of other products. For example, Miller Lite was not the first light beer, but it was the first to be positioned as a light beer, complete with a name to support that position. Similarly, Lowenbrau was the most popular German beer sold in America, but Beck’s Beer successfully carved a unique position using the advertising,

“You’ve tasted the German beer that’s the most popular in America. Now taste the German beer that’s the most popular in Germany.”

Consumers rank brands in their minds. If a brand is not number one, then to be successful it somehow must relate itself to the number one brand. A campaign that pretends that the market leader does not exist is likely to fail. Avis tried unsuccessfully for years to win customers, pretending that the number one Hertz did not exist. Finally, it began using the line,

“Avis is only No. 2 in rent-a-cars, so why go with us? We try harder.”

After launching the campaign, Avis quickly became profitable. Whether Avis actually tried harder was not particularly relevant to their success. Rather, consumers finally were able to relate Avis to Hertz, which was number one in their minds.

WHAT ARE THE IMPORTANT 5 P’s to ESSENTIAL NEW PRODUCT AND NEW BRAND MARKETING?

POSITIONING, POINTS OF DIFFERENCE, PERSONALITY, PROPOSITION, PROMISE.

 

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ADVERTISING & MARKETING UNIQUE SELLING POINTS / PROPOSITION

17 Aug

ADVERTISING & MARKETING UNIQUE SELLING PROPOSITIONS

Why they are so important to the advertising industry.

1. A good USP should be:
Only one sentence. Clearly written so that everyone can understand it.
Composed of benefits that are unique to your company or product.  The Unique Selling Proposition (also Unique Selling Point) is the Marketing”marketing concept
Examples Some good current examples of products with a clear USP are:

1. “Head & Shoulders: “You get rid of dandruff”
2.”Olay: “You get younger-looking skin”
3. “loreal: “Because you are worth it”
4. “Set Wet: “Very very sexy”
5. “Red Bull: “You get stimulation of body and mind”
6.     “Ronseal: “”exactly what it says on the tin
” BURGER KING = HAVE IT YOUR WAY
M&M: “Melts in your mouth, not in your hands.
”  Federal Express created one of the most famous USPs of all times when it said: “When it absolutely, positively has to be there overnight
“You’re in good hands with Allstate”
• Avis – We Try Harder”
• “Federal Express: When it absolutely, positively has to be there overnight  A very famous example comes from the automobile industry: when people hear “Volvo” they instantly identify it with “Safety”.
Some unique propositions that were pioneers when they were introduced:

Pizza”Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free.”
“FedEx: “Your package absolutely, positively has to get there overnight”     “M&M’s: “The milk chocolate melts in your mouth, not in your hand”
“Wonder Bread: “It helps build strong bones 12 ways”
The meaning of the term proposition is extended by some analysts to include the meaning content of units within the clause.
Example:   The tall, stately building fell is said to express propositions corresponding to the following:
•     “The building is tall.”
•     “The building is stately.”
•     “The building fell.”
The Domino’s Pizza USP is a good example of a Unique Selling Proposition that does all of these things:
“Fresh hot pizza delivered to your door in thirty minutes or less, guaranteed”
Your USP is the unique thing that you can offer that your competitors can’t. It’s your “Competitive Edge”. It’s the reason that customers buy from you and you alone.
USPs have helped many companies succeed. And they can help you too when you’re marketing yourself (when seeking a promotion, finding a new job or just making sure you get the recognition you deserve.) If you don’t have a USP, you’re condemned to a struggle for survival – that way lies hard work and little reward.

In developing your marketing message, it’s very helpful to develop a Unique Selling Proposition, or USP.  What is a USP? The USP very clearly answers the question, “Why should I do business with you instead of your competitors?”
The USP may be used repetitively in your marketing literature to build the customer’s or client’s identification of your company with your product or service.  There are two major benefits in developing the USP.
First, it clearly differentiates your business in the eyes of your current and potential customers or clients. Second, it focuses your team on delivering the promise of the USP, helping to improve your internal performance.  For example, who do you think of when you hear the phrase, “Fresh, hot pizza delivered in 30 minutes or less, guaranteed”?  Dominos virtually took over the delivered pizza market with that USP. Notice Dominos didn’t even promise the pizza tasted good.

How do you think a Dominos delivery person would behave compared to a delivery person who works for a competitor without this USP? Do you think the team at Dominos made a considerable effort to develop systems to assure the USP was met?

Further interesting facts about advertising.

Myths and Facts about a Career in Advertising

1. Advertising is a service based industry that promotes ideas and products on behalf of their clients. It happens to be one of the major component and part of the marketing wing of a product or a service based company. It helps to establish a relationship between a product and a customer. And advertising promises a very happening and interesting career to a student aspiring to make career in it. Here some interesting facts related to career of Advertising is provided.

2. Advertising is generally looked our by advertising agencies that vary in size and scope. Some big companies have their own advertising departments to look into specialized areas like market research, film and video production.

3. Advertising generally have three basic purposes sales promotion, public relations and education. In sales promotion it persuades people to purchase a specific product or commodity. Public relation tends to create positive image for the company. And by education an advertiser influence social attitude on issues and topics of general concern and tell people about welfare schemes through public interests campaigns started by government or private organizations.

4. Basic eligibility for Advertising is having postgraduate courses so a person should be graduate with at least with minimum of 50 percent numbers. And admission to most of these courses occurs on the basis of entrance examination or an interview. Few colleges also offer BA courses in advertising.

5. Though advertising is a very honest profession yet it is considered by people by large as dishonorable profession due to the tendency or nature of selling something is involved with it. So people think that an advertiser tries to deceive other and sometime it is not considered as an honorable profession.

6.  Another interesting convention related to advertising career that it is filled with money and everyone into it can make six figure salaries. It is not true as many a number of people who entered into the career of advertising started from the very bottom and entered for free with minimum wages and simultaneously grow themselves towards the top of their career.

7.  Another misconception related to career of advertising is that it is indeed very hard to make a start in career of advertising. However, this doesn’t mean that you can not make into the advertising. Rather you would not get that prestigious assignment as on your first project. But if you are interested in making career for yourself than you should keep on making effort towards it.
And in the last do not go for those blossoming and always smiling characters from advertising world you see in a movie. Indeed, it is a field full of glamour and sometimes it becomes really a fun to create an advertising campaign. But anyhow you would have to work very hard to bring an ad campaign to final broadcast and publication.

This article was created by blueorangeasia advertising agency in Mayfiar London UK, Bangkok Thailand, Hong Kong, Vietnam, Singapore. One of the Top Creative Advertising Agencies in Europe and Asia.

Blue Orange UK in London England UK   www.blueorangeuk.com          

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How to write original contagious digital content for the advertising industry in in 2017.

17 Aug

1. GO ORIGINAL AND UNIQUE

The most important thing in blogging is going uniqueness. You should write on little off beat topics in order to get the attention of many users. It looks as an experiment but it will work for sure.
When you share something unique on your blog then it get more exposure and love from the users as uniqueness is always praised in blogging. We know that in every particular niche there is a great competition and nobody can deny it.
Your content must be same with one another but try to mold your structure in such way that it speak out for you. That is what uniqueness is all about. Share the same central idea but try to present in unique way.

2. Use Images, Infographics and Videos

Another trick which you should apply is adding media files in your content. It flourishes your content by complementing your words and ideas. You must use relevant images in your content and infographics or videos if necessary.
Here I would add one more tip that if you are getting images from external sources then you must put the credit link along with your image in order to support the real owner of the image and save your content from any plagiarism issue.

3- Go with Trends!

Here you need to be little analytical. You must research well before writing any article. First search out that what actually is trending in your particular niche and then share your content. It will automatically build creativity in your article.
So, always try to write on topics which are more trending. It will help you to bring great exposure for your written content and you’ll be reorganized by many new readers.

4- Write in Natural Way – Give Human Touch!

The most important thing which I should share with you. I have seen many writers who write in robotic manner, means that write as if they are planned to writer from “This to That” and that is awful! And, being a reader I really don’t like such kind of writers.
If you want to create creative content for your blogs and want to become a famous writer then you should learn to write in a natural way. You must write in conversational manner as if you are directly talking to your readers; it makes them feel comfortable.
You need to give a human touch and you must learn to make your readers comfortable with your content and that is only possible by writing with human touch. Learn that technique it will help you for sure!

5- Recheck Before Publishing

The last tip which I would like to give you guys for creative content writing is rechecking. Everybody makes mistakes while writing and to overcome this you must recheck your content before making it live for your readers.
It is good to be creative but if your creativity will be full of errors and mistakes then it will confuse your readers rather than impressing them. So, always go for proofreading technique before publishing your article. It will help you out to remove different sort of errors from your content and to flourishes its creativity.

 

*Interesting facts about Advertising in Bangkok, Hong Kong and Singapore.*

1. The most complained about ad in Australia in 2010 was an ad from the advanced Medical Institute about erectile dysfunction. To advertise the effectiveness of the drug, the ad showed a wife using her husband’s erection as a step stool to reach something out of a high cupboard.

2.  Ice cubes in beverage advertisements are typically made of acrylic so they won’t melt under hot photography lights or move around. Bubbles are made by adding detergent, and water is added so light will filter through better.
3.Pharmaceutical companies spend more on advertising than on research
4. A York University study revealed that U.S. pharmaceutical companies spend twice as much on advertising as they do on research.c
5.    The famous Marlboro Man ads began in 1955. The Marlboro Man actually included a variety of masculine figures such as athletes, gunsmiths, and captains, but the rugged cowboy image proved the most marketable. Three men who appeared in the advertisements later died of lung cancer, earning the brand the nickname “Cowboy Killer.
6.   TV commercials during Super Bowl XLV in 2011 are estimated to have cost $3 million for a 30-second spot
7.    More than $500 billion a year is spent on advertising worldwide.
8.    By the time a person in the United States is 65 years old, he would have seen an estimated two million television commercials.
9.    In fashion advertising, women are often pictured lying on bearskin rugs, wearing furs and feathers, or dressed in tight-fitting leather clothing. Some researchers criticize these kinds of ads because they feature women as “prey.”d
9.   Women’s bodies are often “dismembered” in ads and shown only as “body parts.” This type of representation has been criticized for objectifying women and contributing to the underlying culture of violence toward women.d
10.    In 1900, the standard billboard was created in America, creating a billboard boon along streets and highways.
11.    Many researchers argue that advertising is the most powerful art form on Earth.
12.    Over $15 billion a year is spent in advertisements directed toward children in the U.S.
13.    Though the commercial “1984,” which launched the Apple Macintosh computer, ran just one time on American television, during the Super Bowl, it has had a lasting impact on advertising. Directed by Ridley Scott, the commercial was the first example of “event marketing,” or when a promotion deserves as much coverage as the product itself.
14.    One Kirshenbaum & Bond sidewalk ad in New York reads, “From here, it looks like you could use some new underwear.” This type of advertising is termed “guerilla” or stealth advertising to label a breed of “edgy” urban advertisements.
15.    The first advertisement widely believed to be the first to feature a homosexual couple aired in 1994 when an Ikea ad featured two male companions shopping together for furniture.
16.   A Disney ad which showed a woman with the words “lift my shirt to see more” over her breasts was banned in 2009. It was an advertisement for the film Adventureland.
17.    Most watches displayed in advertisements are set to 10:10 because the hands of the watch frame the watch brand name and they make a smiling face.
18.    The American Psychological Association (APA) reports that children under eight years old are not able to critically understand advertisements and that they regard them as truthful, accurate, and unbiased.
19.    Fast food companies (soda, fast food, and cereal) in the U.S. spent about $1.6 billion in advertising in 2006.
20.    In 2006, soda companies spent an estimated $492 million in advertising. In contrast, the Milk Processor Education Program, which sponsors the “Got Milk” ads, spent about $67 million.
21.    The average child in America watches over 40,000 television commercials in a year, or over 100 a day.
22   popular girl Advertisements often target children’s self-esteem
23.    Advertisers consciously try to create a ‘nag factor” by bombarding kids with ads encouraging them to buy certain products in order to become popular. American children ages 12-17 will ask a parent for products they have seen on television an average of nine times until parents finally give in.
25.  In a national survey, more than half of the children who responded reported that buying certain advertised products made them feel better about themselves.
26.  Channel One delivers two minutes of advertising and 10 minutes of news to approximately 7.7 million students. Over 27% of Channel One advertisements are for junk food and 10% are for military recruitment. Channel One also advertises movies, TV shows, and video games with alcohol and tobacco use, violence, and sex.
27.    The very first U.S. paid advertisement was a 1704 ad in the Boston News Letter which advertised an estate in Oyster Bay, Long Island.b
28.    Researchers note a correlation between sexual imagery in children’s ads and an increase in eating disorders among girls.
29.    In 2008, approximately $2.6 billion was spent on political advertising in the U.S., the largest ever during a presidential campaign. Obama’s campaign spent $70 million on ads for the primary and $240 million for the general election. McCain’s campaign spent $10 million for the primary and $126 million for the general election.
30.    In 2006, Microsoft spent over $11.5 billion on advertising. That same year, Coca-Cola spent $2.5 billion, Yahoo spent $1.3 billion, eBay spent $871 million, Google spent $188 million, and Starbucks spent $95 million.
31.    In 2000, U.S. Internet advertising revenue was $8.1 billion. In 2011, that figure jumped to $32 billion. In 2013, the figure is expected to reach $42 billion.
32.    Advertisers often use a technique called “affective condition,” which means they take a product and place it next to other things consumers feel positively about. For example, a detergent ad will juxtapose their brand with babies, sunshine, flowers, or other similar items. Repeatedly showing their brand with these items makes consumers feel good about the detergent too.
34.    Advertisers appeal to several common psychological themes to motivate people to buy their products. Some of the most common psychological appeals are to self-preservation, sex, self-esteem, fear, authority, and imitation.
35.    Studies show that repeated exposure to a stimulus that is barely perceptible creates an “exposure effect,” which increases positive feelings toward the object. For example, even though most people do not click banner ads, the ads still positively influence the way people feel about the product. In fact, the “wear out” effect of banner ads did not appear even after 20 exposures.
36.   Food advertisements often use “food stylists” to style food for advertisements. For example, food stylists for roasted chicken will pull the skin tight on the chicken and sew it up with a needle and thread. Then they will stuff the chicken with wet paper towels, which keeps the chicken plump and creates steam. The chicken is then roasted just enough to make the skin bumpy while the insides remain raw. The bird then is painted a golden brown.
37.    teen actor Children in advertisements are usually older than their target audience
38.    In advertisements for children, child actors are typically older than the target audience. For example, a commercial for 8-year-olds will show 11- or 12-year-old models playing with an 8-year-old toy. Advertisers use older children as role models, as an image of what younger children will want to be like.
39.   Microsoft allegedly paid the Rolling Stones $9 million to use their hit “Start Me Up” in its Windows 95 advertisements. Additionally, unknown songs by new artists can become hits overnight because of their association with a popular advertisement. For example, Cansei de Ser Sexy’s “Music is My Hot, Hot, Sex” became popular when Apple used their song to advertise its iPod.
40.   The first American magazine advertisement appeared in Benjamin Franklin’s General Magazine in 1742.
41.    Life was the first magazine to make $100 million per year in advertising.
42.   In 1938, radio surpassed magazines in generating advertisement profits.
43.   Prerecorded advertisements became possible in 1956 with the invention of videotape recording.
44.    Interpublic, WPP, and Omnicom Group are the top three largest advertising companies in the world.
45.    Many kids are plugged in to some kind of media for more than seven hours a day, which means their exposure to advertising is at record levels.
46.    Because the Mars candy company found the character ET in the movie ET: The Extra-Terrestrial so ugly, they refused to allow M&M’s to act as a lure for the creature. Instead, Reese’s Pieces were used. Sales for Reese’s Pieces went up 65% once the film was released.g
47.  Volkswagen The “Think Small” ad is considered to be the most successful ad of the last century
48.    Doyle Dane Bernbach’s “Think Small” ad for Volkswagen at the end of the 1950s is considered particularly brilliant because it took a German car initially created for Hitler and successfully sold it to post-war Americans.
49.    A new kind of advertising called “viral advertising” uses blogs and emails to promote a product. For example, Dove’s “Evolution of Beauty” campaign was an overnight viral sensation when more than a million people watched a time-elapsed video of a model being made beautiful on YouTube.
50.   “Ambient ads,” which legally and illegally advertise on unexpected places, such as store floors, washroom stalls, or sidewalks, have been so successful that marketing firms have actively sought out new and shocking places to display their products. Researchers note that this use of “edgy” space intensifies a sense of distrust and alienation because it makes people suspicious that any human interaction may be a commercially staged event designed to get us to buy something.
51.    A new study finds that the best strategy for advertisers trying to persuade a skeptical audience is to leave out facts and focus more on emotional ads. On the flip side, it found that those who are less skeptical are more persuaded by more information-based ads.
52.    The 1970 Crying Indian advertisements helped usher in not only Earth Day but also the Environment Protection Agency (EPA). It also motived 100,000 people in the first four months of the ad to request a booklet on how to reduce pollution, helped reduce litter by as much as 88% by 1983, and is described as one of the 50 greatest commercials of all time.
53.    Before the printing press, advertisements were often vocal announcements. The invention of the printing press in 1440 ushered in the advent of modern advertising.
54.    The largest group of advertisers is food marketers.
55.  Controversy arose when ABC and Fox censored a sexy Lane Bryant ad for plus-size lingerie but allowed a Victoria Secret ad to air unedited. Lane Bryant claimed that there is a bias against plus-size women in lingerie.
56.   Victoria Secret model Victoria Secret has been criticized for promoting impossibly thin models
57.   Most Victoria Secret models in advertisements are a size 2, with a 34”-36” bust, 23” waist, and 34”-35” hips.
58.   Advertisers are expected to spend $4 billion on Facebook in 2011, of which $2.19 billion will come from U.S advertisingi
59.    Researchers report that women’s magazines have 10.5 times more ads and articles promoting weight loss than men’s magazines do, and over 75% of women’s magazine covers include at least one article title about how to change a woman’s body by diet, exercise, or cosmetic surgery.
60.   Ronald McDonald was first introduced in 1963. In 2010, the advocacy group Corporate Accountability International argued that the clown has hooked kids on unhealthy food for nearly 50 years, creating an epidemic of diet-related diseases.
61.   Using sex to sell a product is not new. Advertisers have used sex to sell products since the early days of modern advertising. For example, pictures of naked women were placed in tobacco ads in the 1800s.

Top Ten Slogans of the Century
De Beers     Diamonds Are Forever
Nike     Just Do it
Coca-Cola     The Pause That Refreshes
Miller Lite     Tastes Great…Less Filling
Avis     We Try Harder
Maxwell House     Good to the Last Drop
Wheaties     Breakfast of Champions
Clairol     Does She or Doesn’t She?
Morton Salt     When It Rains, It Pours
Wendy’s     Where’s the Beef?

Common Advertising Techniques
1.  Music     Music and other sound effects add to the ad’s atmosphere, helps define the ad’s target audience, and acts as a transitioning element. Jingles are designed to stick in the audience’s head.

2.   Emotion     Advertisers appeal to emotions that most humans experience, such as love, hate, and desire. Emotion is often the motivating factor for buying a product.
3.   Star Power     A famous person is used to promote the product—for example, Michael Jordon recommending particular brand of underwear or athletic shoes.
4.  Bandwagon     Appeals to the desire of most people to feel like they belong or that they are part of the winning side.
5.    Weasel Words     Advertisers are legally required to tell the truth, but they often use misleading words such as “Part of . . .,” “The taste of real . . ,” “Because we care . . . “
6.  Transference     Ideas and text with positive connotations are associated with the product.

ideas@blueorangeasia.com  |  www.blueorangesia.com
Blue Orange Asia | Strategic Advertising Marketing Communications Agency. Thailand | Hong Kong | Singapore