There are more people who want the same as others, and fewer people want to be really different. The result? The popular #brands grow! #branding #positioning
To brands: be the best in the world, OR be the best in the world of the customer? Focus on the latter.
If you cannot be the #1 you need to create a niche category in which you can become the perceived leader. Faced with an infinite number of choices many people pick the leader.
When you broaden your product line, #sales will increase in the short term but decrease in the long term due to lack of #focus – #portfolio #branding #brandarchitecture
“Shock products”, totally different from the normal product line always create a burst of short-lived interest and sales. No more shock, no more sales, say hello to brand confusion.
I know, you must be thinking… “A Zen Score… what has that to do with branding ?”
A lot actually!
More on that soon.
First, during this forced Corona stay at home time, you must have noticed the importance of working and living in an environment that encourages your mental and physical well-being as well. It really is more important than ever before!
To help you understand the impact of your home to your well-being the amazing team at EMRAYS developed the free ZenX app.
You simply scan any room in your home to instantly discover your Zen score to help you improve your life at home! The app will report back the level of order and calmness, the way your room affects you, and the mix of furniture styles.
And the app tells a lot about your brand as well! Does the score reflect your personality and hence your personal brand? Is there a match or mismatch?
If you feel there is a mismatch then now is the time to work on your desired identity versus your image!
I invite you to have some fun with ZenX – it is currently available for iPhone 6 and higher as part of the Apple Testflight program.
Looking back to the world prior COVID19 feels like a long time, most markets were growing and the economy was doing just fine. Companies focused on growth, and usually, that meant expanding the line with new products, trying to target different segments or purchasing companies.
Now when thew world has literally come to a standstill things have changed. And they have changed a lot.
The one thing that happens during every crisis is that both companies and people get back to focus on what is really important. For companies, this means going back to what made them memorable in the first place. All the activities beyond the core start to become the subject for discussion.
At my company, Monday Brand we have gone through a self-evaluation process as well. When we started back in 2012 the focus was on Brand Positioning and optimizing Brand Architectures. To facilitate brand ownership of positioning and architecture within client companies we started offering very successful In-Company Activation programs. Because after all, it is the people that need to make it happen!
And then it happened… our clients asked for more, which is a very natural thing when you like what someone does for you. And so we added Brand Identity Strategy to our services, helping our clients to translate the positioning into an authentic brand expression. In some sense it was perhaps one step too far, bringing us closer to full-service agencies and therefore undermining what we truly stand for.
So, today we decided to go back to the core and focus only on three services: Positioning, Brand Architecture and Company Activation.
In January we started thoroughly reviewing our services, and since then we made updates to incorporate the very latest thinking and approaches allowing us to be even more effective. As we work mainly internationally, one of the guiding principles has always been that everything we do has to work fully through ZOOM.
When COVID19 happened we were prepared – we are more focused on our core and in these times of physical distancing we will continue to work through ZOOM serving our clients globally.
In case you recognize as well the need to focus on your core within your company or personally and want to discuss more, then please contact me at michiel at mondaybrand.com.
Stay safe, stay healthy!
Recently I got a LinkedIn message from a reader about my Volvo Positioning articles (see Article 1, Article 2, Article 3). The question was: WHY did Volvo make the change to dump its historic positioning around safety?
While I do not have the exact answer on the Volvo case – I have seen in my brand advisory business and previous corporate life a couple of reasons WHY companies change their positioning.
The four top reasons I have come across for making big changes in positioning:
1: Boredom internally or with agencies
Many times people inside the organization and their supporting agencies get bored with the brand. They have worked on it for too long, the brand has become their daily reality and when constantly seeing and hearing the same things, it is only natural for people to get bored. Yet, consumers only interact and think about your brand a fraction of the time you spend with it. And that valuable time is needed to keep reminding them about something they know! Unfortunately, most brands fall sooner or later in the boredom trap.
2: Significant change in shareholders
New owners are often THE reason to make changes. After all, why would one need NEW leadership if all stays the same? In many ways, shareholders also expect that… when new leadership comes in big things are about to happen… and shares/ profits / … should go up. This is what likely happened to Volvo.
Ford Motor Company offered Volvo Cars for sale in December 2008, after suffering losses that year. On 28 October 2009, Ford confirmed that, after considering several offers, the preferred buyer of Volvo Cars was Zhejiang Geely Holding Group, the parent of Chinese motor manufacturer Geely Automobile. On 23 December 2009, Ford confirmed the terms of the sale to Geely had been settled. A definitive agreement was signed on 28 March 2010, for $1.8 billion. (source)
3: CV builders
Another one to watch for – CV builders have an interest in well… building the CV, and that means… something substantial needs to happen to the company they work for (‘the host’). Something really substantial is of course to change the positioning of a brand – a big CV ticket item!
4: New Marketing Lead
An obvious one – but when companies assign a new marketing lead, they do expect the marketing to change. There is nothing more profound and more interesting to do for a marketer than changing the positioning of a brand.
Now that you know some of the key reasons why companies change their positioning, let me explain HOW you can reinforce your positioning.
Keep the brand linked to a category or a ‘job to be done’.
For example, in case of Volvo the category is/was safety. The job the brand does/did was to protect the family in the best possible way.
Of course, over time many other cars have gotten safe as well, but only one brand can be the safest. So, the only job Volvo had to do, is to make sure consumers continue to link the brand Volvo with Safety. This is done through product development with a focus on safety features, linking the brand to general traffic safety PR campaigns, and promote safety features in marketing … because even though other brands are safe too, the brand Volvo has a perceptual advantage. And above all… why would Volvo want to waste millions of EURs in over many years build-up brand positioning?
Shift your category or ‘job to be done’ to an adjacent category if your current category is not relevant anymore
For example, analog photo camera’s are not that relevant anymore, but cameras (still) are. So, in this case, your job as a brand owner is to shift the brand from a camera that is analogue to a camera that is digital. There are plenty of examples that this works (Canon, Nikon), and the best being Fujifilm. Fujifilm was able to transition some of their amazing analog film rolls as simulations in their digital products. Fujifilm reinforced what made them big in the first place, just in a different, but adjecent category!
In conclusion – whenever you do change your positioning, keep in mind that you do it for the right reasons and that you need to continually build on the brand that you own in the mind of the consumer. It is not just about “trying something new”, “renewing the essence of the brand” or “exploring the cool edges of the brand”. After all, learning and confirming the perception of a brand is done best through repetition.
And I could not resist… why? Because the brand works!
The Leuchttrum brand: a promise made is a promise delivered.
Leuchttrum is around since 1917, that is a very long time indeed, and according to the message, they firmly believe that details matter.
2. Details make all the difference
Leuchttrum does live up to their belief. This ‘simple’ notebook has the following features:
- Page markers (2x)
- Ink proof paper!
- Table of content
- Pocket to store stuff
- Perforated sheets (8x)
- Thread bound & acid-free paper
Leuchtturm does one thing and one thing very well: Notebooks. Their product offer is huge.
From the Notebook category, they moved into Planners and a few storage options
This is very different than Moleskine, offering everything from notebooks to bags, to device accessories.
The ‘better’ notebook brand is perceptual of course the brand creating only notebooks! A quick look at the Instagram account will convince you immediately. The books are not only beautiful but also very functional.
The Leuchttrum brand in a nutshell: a promise made is a promise delivered.
The first ever Blu-Ray player to ship was the Samsung DB-P1000. Back in June 2006 there were only a few titles available but the market grew fast – in June 2008 there were more than 2,500 titles available in Australia and the UK, 3,500 in the USA and Canada. In Japan, as of July 2010, more than 3,300 titles have been released.
Blu-Ray was a growing category, the standard got the movie studios behind the specs and forced the HD-DVD competition to quit.
Fast forward to February 2019 and the same company, Samsung, the leading OEM simply quits the production of future Blu-Ray players. No more new players mean no incentives to produce content, which of course means that Blu-Ray is dead.
Streaming has taken over and will do so for any other physical medium. The DVD market will follow and so will finally the CD market.
The brand lesson? This is what we wrote in The Only Book You Will Ever Need on Branding “Brands and product categories are locked. Category relevance drives brand relevance. When the product category is new and growing, your brand grows with it. When your brand is associated with a category that has evolved into something else or your product category is simply no longer relevant, then your brand will die with it.”
I am curious to see if we will see in the future a revival of the format – similar to what we see in the Turntable – record business with currently over 3000 turntables on Amazon.