What we learned from the Marlboro Man is an excerpt from "Politically Incorrect" by Bruce Wiseman with his permission. Read the full article on positioning by Bruce Wiseman, President & CEO of On Target Research, a Glendale, California based market research and survey company http://www.ontargetresearch.com/2014/01/07/politically-incorrect/
Even though the Marlboro Man retired in 1999, he had a run of nearly half a century wherein the iconic image drove the brand to the top of the cigarette world and into the minds of the planet’s smokers.
1- Ideally, your brand should be descriptive of your product. But if not, it must communicate and be understood outside of the corporate boardroom: American Express, Microsoft, Kelloggs.
2- Use an image to communicate your position: The Playboy bunny, Apple’s apple , Nike’s swoosh, the Golden Arches, or the Starbucks mermaid.
Yes, sometimes it’s just a name like Coca Cola, IBM or Disney. But theses brands mean something, they aren’t a bunch of letters thrown together as some secret corporate code.
3- Your brand’s position (whether a new product or rebranding an existing one) should come from the mind of your public. That way your marketing communicates to them instantly – you are giving them a message that is already tied to something in their mind.
This is done with special kinds of surveys.
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