Neurobranding by Dr Peter Steidl

Author:Dr Peter Steidl [Steidl, Peter]
Language: eng
Format: epub
Tags: Business & Economics, Marketing, General
ISBN: 9781497574700
Google: kSPYoAEACAAJ
Amazon: 1497574706
Publisher: Createspace Independent Pub
Published: 2014-05-04T00:00:00+00:00

11

Brand Vision and Positioning Strategies

So far I have focused primarily on the consumer. While I have explored various strategies a marketer might consider useful in shaping the consumer’s thinking and purchase decisions, it is now time to explore how marketers can develop a differentiated brand positioning the consumer will relate to. Here are the key elements:

> Marketers send signals that allow the consumer›s mind to assess whether a brand or product is likely to help them to address a goal. These signals may include marketing communications, packaging, product design and features, POS displays, pricing, direct marketing materials including eDM, in-store promotions, and so forth.

> The signals are transmitted at touchpoints, i.e., where and when the consumer is exposed to the brand and/or offer.

> The touchpoints and signals should be determined by the brand’s positioning strategy. The strategy needs to aim at getting consumers to perceive the offer as helping them to address their goals.

You may wonder why I am dealing with what could only be described as Marketing 101. There are two reasons: first, while its easy to comprehend, it is actually very difficult for a marketer to align all signals sent at major touchpoints and to ensure that all these signals are on-code.

A neurobranding perspective highlights the importance of doing so.

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