The Power of Brand Impression: Creating Lasting Consumer Memories
Introduction
Brand positioning is a crucial concept in modern marketing, aiming to create a distinctive impression in the minds of consumers. Understanding the influence of classic marketing books, the shift from catalogs to digital desire, and the art of brand positioning are all essential in crafting successful marketing strategies.
Understanding Brand Positioning in Marketing
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Brand positioning is a crucial concept in marketing that refers to the placement of a company’s brand in the mind of consumers.
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It is the term used to describe where a brand stands in relation to other similar products or services in the market.
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The goal of brand positioning is to create a distinctive impression in the customer’s mind and to influence their perception of the brand.
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This involves associating the brand with specific words or concepts that resonate with the target audience and differentiate it from competitors.
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Effective brand positioning can lead to increased brand strength and consumer loyalty.
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The concept of brand positioning was popularized in the 1980s by marketing experts Al Ries and Jack Trout, who wrote a book titled ‘Positioning: The Battle for Your Mind.‘
The Influence of Classic Marketing Books on Modern Marketing
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The book being referenced is considered a classic in the marketing field, and its influence is still relevant today.
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While the book is only around 80 to 100 pages, it is regarded as a marketing bible and has had a significant impact on the industry.
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Despite being written in the 80s, the fundamental marketing concepts it presents are still applicable as they are rooted in human behavior and consumer psychology.
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Consumer psychology explores how individuals think and feel, while consumer behavior focuses on how individuals act and interact, shaped by the evolution of technology.
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Although technology has evolved, the core desires of consumers, such as security, recognition, and a sense of belonging, have remained constant over the years.
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Marketing plays a crucial role in understanding and addressing these desires through various tools and strategies.
Shift from Catalogs to Digital Desire
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In the late 19th century, catalogs were the go-to technology for reaching consumers, especially in the interior suburbs of the United States. However, with the advent of cell phones, the catalog has transitioned into a privatized, digital format.
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The underlying desire to possess coveted items remains unchanged over time. It is the means and tools to fulfill this desire that constantly evolve.
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The author emphasizes the importance of understanding the psychological positioning of brands in consumers’ minds. It’s not about the specific tools or platforms, but rather the perception and association that a brand or individual holds in the consumer’s mind.
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For instance, the author illustrates how a strong businessman like Abílio Diniz is positioned in people’s minds. If he were to offer a course or write a book about mental strength, his positioning would likely drive substantial consumer interest and sales.
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The key takeaway is that while the tools and methods may change, understanding and aligning with human desires and perceptions remain central to successful branding and marketing strategies.
The Power of Brand Impression
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When someone sees you, what do they think? Do they associate you with a specific characteristic or trait?
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Creating a strong impression is essential for brands and businesses.
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For example, when people see a brand, what comes to mind? Is it the image of a person who talks incessantly for hours or someone who is knowledgeable about digital marketing?
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The goal is to imprint a lasting impression on the minds of consumers when they encounter your brand, product, or service.
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By achieving this, a brand can secure a strong position and ensure that it remains top-of-mind when consumers have a need that aligns with the brand’s offering.
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Consistency is key in creating this imprint. An individual should immediately think of a brand when they require a specific product or service, similar to how one may associate a particular person with a skill or expertise.
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Consistency and predictability play a vital role in reinforcing this association. For instance, a TV channel may send out an email to viewers to announce the start of a program, and this action contributes to the consistent reinforcement of the brand in the viewers’ minds.
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Ultimately, a lasting and powerful impression results in a strong and enduring brand position, ensuring that the brand is remembered and sought after when the need arises.
The Art of Brand Positioning in Consumer’s Mind
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Brand positioning in the consumer’s mind can be achieved through constancy and emotional impact.
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Constancy refers to always doing the same thing, all the time, to create a strong impression in the consumer’s mind.
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Repetition is one way to establish constancy in the consumer’s mind. By consistently repeating a message, brand, or product, it becomes deeply rooted in the consumer’s memory.
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The second way to establish a strong brand position is through emotional impact. This involves creating strong emotions in the consumer through advertising or content that resonates deeply.
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Emotional impact can be achieved by creating content that elicits strong emotional reactions, such as making the consumer cry or feel deeply moved.
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An example of emotional impact is a Disney film that leaves a lasting impression on the audience, creating a strong emotional connection to the brand.
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By leveraging constancy and emotional impact, a brand can carve out a significant place in the consumer’s mind, leading to a strong brand position and recognition.
Conclusion
By leveraging constancy and emotional impact, brands can create a strong and enduring position in the minds of consumers. This ensures that the brand is remembered and sought after when the need arises, leading to increased brand strength and loyalty.