Search and branding again...iMedia Connection: Lessons from Jack Trout
iMedia Connection: Lessons from Jack Trout: "how leveraging brand attributes is integral to developing an effective marketing strategy.He pointed specifically to five attributes:
1) Ownership -- He told marketers that once you take ownership of an idea you have to stick with it. For example, Papa John�s is now the third most popular pizza chain, thanks to a smart positioning statement it has maintained: 'Better ingredients. Better pizza.' And this has led to better results -- sales have grown at twice the industry average rate in the past two years.
2)Leadership psychology --
3)Timing -- A successful brand has to be first to market with a good idea, not just any idea.
4)Heritage --
5)Expertise --
Four-step process to differentiation
Trout laid out a simple process for brand differentiation that involves only four steps:
First, your message has to make sense within the context of the category.
Second, the differentiating idea must be clear. Find the difference and set up a benefit for your customer.
Next, identify the credentials. In order to build a logical argument for your brand, you have to demonstrate proof.
Last, communicate the difference. Truth will not win without communicating it.
Marketing is an exercise in reality
"When you approach a category with a strategy, you have to deal with reality: what you can do and what your competitors will let you do," Trout said.
See article for his use of AT&T’s history as the perfect case study
posted by Jen @ 1:21 PM
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