What makes a brand great? Much has been written on emotional branding and how strong brands connect with consumers. It is also understood that the foundation to emotional branding has to be rooted in the brand positioning.
Look at Harley Davidson positioning around ‘fulfilling dreams inspired by many roads of the world’.
This brand oozes emotion and has created a cult following based on strong product appeal, and a great aspiration for people to live the outlaw lifestyle that it promises…even if they are accountants from Chelsea! How many tattoos do you see of Honda or BMW?
Harley has such a strong consumer base and despite its waning sales of late, it still symbolises the freedom of the ride with a very rebellious nature. Its brand positioning is as strong today as it always has been despite a desire to appeal to a younger audience, something that could be detrimental to this powerful brand.
Another brand that has a strong emotional engagement with its consumers is John Lewis. The brand’s proposition is based around trust; ‘Never Knowingly Undersold’, which drives everything John Lewis does both on and offline, enforcing its commitment to value but without compromising on quality and service.
It is well known for its highly emotional and compelling advertising campaigns which really engage with their audience, the most recent of which was the advert featuring a woman from 1925 and a modern day man in a split screen showing how the important things in life never change and the recent Christmas ad showing a cute snowman in search of the perfect Christmas present. In fact, it seems that the adverts alone become phenomenons in their own right, with consumers eagerly awaiting the next blockbuster ad. It is always interesting watching the social media frenzy that ensues and a testament to the idea that you can still hold onto your tradition and heritage but still bring this into a modern day concept.
So John Lewis certainly know how to tap into the hearts and minds of the consumer, which no doubt contributed to it securing the number one spot as the UK’s favourite retailer (Source: Verdict Research 2011).
Look at these…
Enter ‘The Kraken’, a refreshingly different take that visually shakes up the category. A differentiated positioning based on a proposition associated to the folklore around the feared sea creature and not a blaggard in sight. Well, not the two legged variety.
Other brands that have really used a strategy of clear targeted and differentiated positionings are;
Making the traditional home-kitchen brand feel modern, fresh and relevant…nothing like the Betty Crockers of this world!
Seagrams is breaking out by taking credible brewing cues rather than just blending within the soft drinks category.
How a brand successfully positions itself in the marketplace isn’t just about being different for different’s sake, but tapping in to something unique and relevant about where the brand comes from, who invented it, or what it believes in, and executing it in an emotionally powerful way.
Drop us a line – we’d love to talk brand positioning with you.