Social Networking Strategy and Branding: Why Positioning is crucial to making Brand
Products have two sides for them. An item includes a functional side. An item includes a relational side. To produce a effective brand, the 2 need to be introduced together. To become effective, products need to create a nearly human relationship using their customers—they need to have a brand. UPS delivers packages. That’s their function. There are lots of courier companies. To create their company apart, UPS ran probably the most brilliant positioning campaigns ever. UPS positioned their company based on uniform color—BROWN. It appears incredible in my experience that the model of camera was created around a apparently dull and trivial color—brown—however it was. Around our offices if somebody states “Brown”, we all know exactly whom and just what brown means. More to the point, we all know what “brown” does. Within our offices, when our supervisor states something similar to, “We do not have enough time—get hold of ‘brown’ we all know our boss expects us to UPS. This is exactly what an excellent positioning campaign does. An excellent positioning campaign defines the company within our minds to ensure that whenever we need that function, we consider that brand to exclusion of others.
“Poisitioning” is really a technique of perception. We must define our brand within the minds in our customers. Within the record companies, currently, Kelly Rowland is attempting to put her brand is such a manner that they becomes the pre-eminent brand in R and B. In marketing music, our goal, as marketers, could be for any customer needs to realize that Kelly Rowland differs from Rihanna. Through our branding and positioning, we must produce a desire, within our customers, for Kelly’s music towards the exclusion of Rihanna’s.
Both Kelly and Rihanna can sing.Both of them have won Grammys. Just how can Kelly define herself within the minds of music listeners that her music differs from Rihanna’s. One of the ways could be change the topic of the conversation. Kelly can define her brand against Rihanna by positioning herself as “The Fashionable Brand” of dance R and B. Kelly Rowland is facing an element that most marketers in many marketing spaces has become facing. That issue is the way would you position your brand that it is defined within the mind of the customer as opposed to other brands. How can you become unique inside a crowded market?
