THINK ABOUT IT: Creating a Compelling Brand Idea

I’m on an extended holiday in Spain and will not be returning to active duty until next week. This is a repost of a critical element in creating a competitive brand positioning strategy. I hope you it leads you to articulate the Brand Idea for your brand.

The Brand Idea is the theme of the brand positioning strategy.

It must be relevant to your target customer and meaningfully differentiated from competitors to be compelling.

Compelling means it drives preference. Namely, your target customers will prefer and, as such, choose your brand.

How do you create a compelling Brand Idea?

Simple.?

Start with this question, “What would the world miss if you didn’t launch this new product?”?

Or for a product already in the marketplace, "What would the world miss if you discontinued your product?"

Suppose you can't answer this question with a relevant and meaningfully differentiated answer that target customers concur with and leads them to prefer your brand.?

In this case, you do not have a compelling Brand Idea.

You probably don’t even have a Brand Idea.

All you have are words that fit a format and pose as a brand positioning strategy.

So, to?make your marketing matter more, address and resolve this question, “What would the world miss if your product offering did not exist?”

If you found this article helpful, consider following me on LinkedIn?https://www.dhirubhai.net/in/richarddczerniawski/ , where I share my perspectives from 50 years of successful worldwide brand marketing experience in my blog THINK ABOUT IT each week.

Also, please encourage your team to subscribe to and read Brand Development Network International blogs, DISPATCHES, and MARKETING MATTERS. They provide thought-provoking information that can help bolster your team's performance. Subscribe at?www.bdn-intl.com .?

Get insights into avoiding errors and creating success by doing the right things in the right way.?Read chapter 3, Mis-Positioning Brand Positioning, in my most recent book, AVOIDING CRITICAL MARKETING ERRORS: How to Go from Dumb to Smart Marketing. Learn more here:?https://bdn-intl.com/avoiding-critical-marketing-errors

Peace and best wishes,