Advertising Strategy — Positioning

The logical twin of a Brand Essence Analysis is the strategy formulation.

The consequences are apparent. If we would now assume (for the sake of simplicity) that the above statements reflect the overall outcome of the entire study, and not just that of one individual respondent, the following may be postulated:

More important than simply communicating the price is communicating the ultimate value that the purchase of a smaller and cheaper product represents. In our example: family, responsibility; responsible and efficient use of resources.

A communication strategy can be formulated which connects the brand to specific values and thus positions or repositions the brand.

In establishing new brands however, the brand core must also take into account current trends. As Matthias Horx has written, "Analysis means little if we are incapable of explaining the dynamics active in the background."

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