DONS LECTURE BRAND POSITIONING

Dons presentation on brand positioning
Get on the same page with the client and help them articulate how they can move forward It is the meat of writing a brief
BOOKS- Designing brand identity- Wheeler?/ The brand gap-/ magazine- Vitaminv.ca
Strategic inflection point- refers to critical juncture on evolution of a brand / re branding, grow, refresh.
Aren’t meeting certain goals/ Brand is something on the surface vs. profound.
Positioning allows them to feel in control
It all starts inside.

Understanding of the brand development process
-know who you are
- your pillars
-targeted messages
-look and feel /identity.
- logo=typographic/ icon, symbol= trademark- TOGETHER- are identity signature

1. Conducting research
2. Clarifying strategy
3. Naming and identity
4. Creating touch points
5. Managing assets.

Understanding

Vision, values, value proposition, culture, target markets, segments, stakeholders, services, products, infrastructure, marketing strategy, competition, trends, prong, distribution, research, environant, economic, sociopolitical, SWOT
Clarify—core values, brand attributes, competitive adv. , strategy, how do I approach the positioning?
Nike- problem: running 4th place in footwear. Tailored to high end ELITE athlete market. Wider access point… brand width- built core values for nike. Came up with: Nike universe embodies all walks of life. About fitness and health, pursuing goals/Not concept, but position, so the concept comes FROM THAT
Positioning—differentiation, value proposition
Came up with: Nike universe embodies all walks of life. About fitness and health, pursuing goals/Not concept, but position, so the concept comes FROM THAT..
Brand essence— central Idea, unifying concept, key messages, voice and tone, mantra
BIG IDEA- just do it- articulation of brand positioning. Contains attitude that brand has translated into a concept.

What are the fine arts to the deans? (What is included in that scope)
What should each person experience when interacting with our brand (CAFAD)
Boiler plate- Paragraph long- unique strategy for approaching a brand in a diff. way.
Work towards a one sentence positioning statement.


Brand briefs-- vision, mission, value proposition, guiding principals/key beliefs( core values), target audience, brand attributes/ positioning/BPS/boilerplate/mantra, key messaging= ALL goes to core concept or the BIG IDEA.

Content- research- main points, vision mission, understanding their value proposition. Brand positioning. Or a mantra. Even 2 or 3 words. Use that doc to start on an identity. Can we take several things to change….?

We want to have one positioning statement but this is dependant on whether we can widen their target.
Jan 20th- Have audit one, outcome in place, some brand positioning in place, have distilled into central idea or concept.