THINK ABOUT IT: Brand versus Product Positioning

Products are like eggs.?

They do the same thing, work in the same fundamental way, and generate the same general outcomes as their competitors.

Now don’t get me wrong. I love eggs. I eat them every day.

However, I’m picky. I don’t favor all eggs.

I dislike soft-boiled eggs. Ugh! But I love my eggs fried over-easy.

Scrambled eggs are okay. But, please, make it an omelet.

I don't eat hard-boiled eggs. On the other hand, I relish my wife’s devil eggs.

Eggs My Way - Fried Over-Easy on Meat Lovers' Pizza

The egg is the product. Products, like eggs, are basically all the same.

How we serve our egg—brand positioning—can elevate the product into a brand.?

The brand is more than the physical product and its attributes.

It offers physical and psychological benefits.

The Brand Idea states the promise of your offering to a specific target customer segment.

It addresses the differentiated purpose of our offering—its reason for being—relevant to your target customer segment.

The Brand Idea needs to be aspirational but realistic.

Create a brand versus product positioning strategy to make your marketing matter more. Start with the Brand Idea. Think about what’s in it f(WIFFM) for your target customer segment that will drive preference and create brand loyalty.?

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Thanks for your interest.

Peace and best wishes,