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We’ve been sharing some learnings from Procter & Gamble based on my 23 years of building brands and businesses with them. The most recent articles have focused on brands, branding and product positioning. This article provides a summary of how P&G creates its positioning strategies for its brands. You may also know this as the copy strategy or the advertising strategy or the branding strategy in addition to the positioning strategy. This is important since in many cases brand support goes beyond advertising.
A brand positioning strategy identifies the basis on which we expect our brand to be purchased in preference to the competition. The content arises directly from the product or service and the basic consumer need it is intended to satisfy. It should clearly state the core benefit that the brand promises and that forms the primary basis for purchase. It should also include a statement of the product features that make this benefit possible and the desired tone or character for the brand.
This will provide a direction for the basic brand message, which should remain consistent across communication vehicles, although the execution of the message may change. It is inherently competitive as it is the basis for preference vs. competition.
Developing Strategy Using the Creative Work Plan
Start at the top and work your way down through the rest of the elements.
1 key fact
A single piece of known brand-related information that is agreed to be the primary factor influencing or describing brand performance. It can be information about the brand itself, the competition, the client, the innovation, etc. but it must be a single fact.
2 Problem that advertising must solve
This is a consumer problem. Describe the potential user’s awareness, perception, or behavior that has resulted in the Key Fact and that we wish to change.
3Advertising objective
Usually just the counterpart of the problem, although there are many different options. For example, “Persuade consumers to try my brand” or “Use more of my brand.” Or “use my brand in a different way.” Convince them that my brand is a viable alternative to brand x.”
4 Strategy
a) Prospect definition
Both demographic and psychographic.
b) Main Competition.
Not just a list of competitors, but a description of the segment we want to get business from.
c) Promise
The most persuasive individual agreement one can promote for the brand framed with the customer and the competition in mind.
d) Reason why
The strongest piece of support for the promise. Occasionally there may be more than one support piece but never a list
e) Tone/Character
The tone that the messages must convey to give the message personality and give it life. This is not execution.
As you can see, the format is very simple. However, like everything at Procter & Gamble, the simple tool is used by experts in the field. That is what makes the tool so effective.
If you want to have the benefits of this simple tool supporting your brand or your business and contact us. We would be delighted to help you.
Thanks.
John