{"id":36266,"date":"2011-01-06T01:18:32","date_gmt":"2011-01-06T01:18:32","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=36266"},"modified":"2021-01-04T13:17:25","modified_gmt":"2021-01-04T12:17:25","slug":"brand-positioning-at-its-finest","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/brand-positioning-at-its-finest\/","title":{"rendered":"Brand Positioning at Its Finest"},"content":{"rendered":"

\"\"In a great article by Katie Connolly of BBC News, six ads that change the way people think<\/a> are discussed.\u00a0 It’s an excellent example of brands that defined their position in the marketplaces where they do business and that put together focused messages that would help them own specific words in consumers’ minds.<\/p>\n

Katie offers an excellent example in the Marlboro cigarettes campaign that introduced the Marlboro Man.\u00a0 A brand that was once identified as representing a “lady’s cigarette” transformed into a masculine brand.\u00a0 However, the Marlboro Man ads changed Marlboro into a brand for the rugged, outdoorsy, man’s man.\u00a0 Marlboro promised a specific image to consumers with the Marlboro Man ads, and it worked.<\/p>\n

Another great example that Katie mentions is Nike whose “Just Do It” slogan and “I want to be like Mike” ad campaign featuring basketball superstar Michael Jordan gave Nike a stronghold position as the brand for sports’ enthusiasts.\u00a0 No longer was Nike just another athletic shoes and apparel.\u00a0 Suddenly, it offered the promise of performance befitting the top athletes of the world.<\/p>\n

Katie offers some more great examples, but I’d add another to her list — the Mac Guy vs. PC Guy ad campaign.\u00a0 By positioning Mac computers as the antithesis of Microsoft’s operating system and PCs, Apple gained a strong position in the marketplace that turned a cult brand into one of the strongest relationship brands<\/a> in the world.<\/p>\n

Also, when Google Chrome launched, a series of ads<\/a> successfully positioned the Web browser against Internet Explorer and enabled Chrome to create its own position in its marketplace as the less tech and more interesting alternative.\u00a0 People liked the brand promise and Chrome quickly began stealing market share from its competitors.<\/p>\n

The lesson to learn is this — ad campaigns can put ideas into consumers’ minds but brand experiences need to meet those expectations for brand positioning to work.<\/p>\n

What ad campaigns do you think provide great examples of developing a brand’s position?\u00a0 Leave a comment and share your thoughts.<\/p>\n

Image: Flickr<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

In a great article by Katie Connolly of BBC News, six ads that change the way people think are discussed.\u00a0 It’s an excellent example of brands that defined their position in the marketplaces where they do business and that put together focused messages that would help them own specific words in consumers’ minds. Katie offers […]<\/p>\n","protected":false},"author":1,"featured_media":36267,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[6797,310,100,6796],"class_list":{"0":"post-36266","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand","8":"tag-brand-messaging","9":"tag-brand-positioning","10":"tag-brand-strategy","11":"tag-great-ads","12":"entry"},"yoast_head":"\nBrand Positioning at Its Finest<\/title>\n<meta name=\"description\" content=\"Learn which brands used ad campaigns to develop successful brand positions.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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