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Branding_Chs 8 & 9

To Own an Innovation, Brand It / From Positioning the Brand to Framing the Subcategory

Mike Breazeale

on 21 February 2017

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Transcript of Branding_Chs 8 & 9

Strategic Brand Management
What is a branded differentiator?
What criteria should a
branded differentiator possess?
Why develop a branded innovation?
What are the types
of branded differentiators?
Be the one who frames the subcategory
Dr. Mike Breazeale
Chapters 8 and 9
To Own an Innovation, Brand It
From Positioning the Brand to Framing the Subcategory

How do you become the exemplar
for a subcategory?
- Jerry Garcia
"You don't want to be considered just the best of the best;
you want to be the considered the ONLY one who does what you do."
- Mahatma Ghandi
"First they ignore you.
Then they ridicule you.
Then they fight you.
Then you WIN."
Points of
Points of Differentiation
An innovation that ensures that target customers perceive a meaningful difference between your brand and other products in the category and that you have given a brand of its own
Needs to be meaningful (to customers) and impactful (not a trivial difference)
Needs to warrant active management over time
Needs to be linked to the branded offering and have a brand defining role
A feature
An ingredient
A technology
A service
A program
A Branded Feature
A Branded Ingredient
A Branded Technology
A Branded Service
Branded Programs
Brand serves a unique indicator of source, allowing for ownership
Brand adds credibility by suggesting that it was worth branding
Brand makes communication
more efficient and memorable
Framing aims to change the way consumers perceive, discuss and think about the subcategory, changing what people are buying and which brands are relevant to the purchase
What does it mean to
frame the subcategory?
- George Lakoff,
UC Berkeley Professor of Linguistics
"Frames are mental structures that shape the way we see the world. If a strongly held frame doesn't match the facts, the facts will be ignored, and the frame will be kept."
"Death Tax"
"Pro Life"
"Tax Relief"
Advocate for the subcategory rather than the brand
Develop a descriptive label to define the subcategory
Invest whatever it takes to be the market leader
Car sharing
Fast fashion
High fiber
Healthy fast food sandwiches
Melts in your mouth, not in your hands
500% Increase
in Sales
1 in Every
3 Razors Sold
Full transcript