I stumbled upon this ad in my files and immediately realized why i kept it—it illustrates great positioning. Just as less is more when it comes to copy, the same is true for visual messages. In this case, WAY more.
Speaking of positioning, there is a great article about it from AdCracker that I have placed below. This is speaking to advertising, but branding and advertising have many similarities. In my years at an ad firm, I realized that an ad campaign was like a disposable brand for a company—each year we could change the message, the visual, the theme, creating a new “face” for the company. All while retaining/strengthening their core brand and position in their market.
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“You must express the position in a way that people really think.
Some examples.
Forget anything like, “The innovative leader in banking services, financial products and convenient technology.”
People just don’t think that way, they don’t use those kinds of words when thinking to themselves. So a phrase like that won’t stick in their minds.
Here’s something more like it: “South Africa’s only international bank.”
Another loser is, “Pizza Shack is the fun place for the whole family to enjoy a wide menu of delicious European and American dishes prepared with fresh ingredients.”
That’s too much. Who is going to keep a phrase like that in their head?
A winner would be, “Pizza Shack uses farm fresh ingredients.”
Keep it simple. Succinct. And see if your positioning statement passes this check list:
* Is it true?
* Is it easy to understand?
* Does it differentiate the product in an attractive manner from the competition?
* Is it expressed the way people will express it in their own minds, their own words?
Avoid generalities:
The convenient bank.
We take care of everything.
The airline with super service.
Be tangible, and vivid:
The bank on every block.
We’re #2, so we try harder.
Welcome aboard, your Highness.
Be specific:
Good to the last drop. Maxwell House.
Think different. Apple computers.
Quick as a click. Citibank PC banking.
Forget generic or ambiguous:
Get the sensation.
More like the woman you are.
You have the power.
You should present the same position in every ad. And do so year, after year after year. The “safety” position for Volvo is a perfect example. Don’t stray from that one core idea.
Unless.
Unless you need to change a position that really doesn’t reflect reality. “Safety” will only work for Volvo until a technology is invented that makes driving risk free.
Or unless your position has become stale, which is a particular vulnerability in trendy markets. Which includes everything from TV shows to fashions. In cases like these, a clever re-positioning can give an old product a new advantage in the marketplace.
Lay’s potato chips was once positioned as “Thinner, crispier and tastier.” More recently, as mentioned earlier, they have made the marketing decision to seek market share among lunch munchers with, “Let’s do lunch,” which positions the product as a lunch companion.”
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