Where to START?


There’s one trick I use more than any other when developing brand positionings. The old double meaning.


So whenever I’m in brainstorming mode, part of my brain is playing word games.


If a product has a control function, does that give you a feeling of control?


If there’s something good to know about a brand, would you then feel in the know?


If you reject the cut-price option, does it make you a cut above?


Sometimes it’s obvious.


A familiar brand means you’re on familiar ground.


A product that’s kind to your skin makes you feel a kind person.

Other times it can be hidden in plain sight.


Anything free from something you care about could make you feel carefree.


A brand with new flavours to explore might appeal to your taste for adventure.


A brand whose message you receive is on your wavelength.


Etc etc.


I’ve been doing this for years. Ever since someone told me: “Volkswagens are reliable, so you can rely on a Volkswagen.”


That got them to ‘If only everything in life was as reliable as a Volkswagen’.


Of course the job’s not done with a bit of cleverness.


Is the positioning idea compelling? Is it competitive? Is it credible?


Should the emphasis be more on the function or the emotion?


Is there an even more important job to do than positioning?


But it’s a start.


A good place to start.


A fresh start.


That gives you a start.


Fits and starts.


A head start.


When you’re starting out.


Start as you mean to go on.


I’ve started so I’ll finish.

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by RICHARD BROWN

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