Lecture on Positioning

Lecture on Positioning

I hope you enjoyed another surprise Masterclass. All the references for the fifth lecture are here.

Each product and advertising campaign must be different from the competition.

It matters what do you say and how do you share advertising messages.

The best approach is with a round message. It just works.

Connect variables and let Positioning… Find its place!

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Mercedes-Benz Stadium
New home of the Atlanta Falcons for the 2017 season
Watch video

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DIFFERENTIATION

THINK Marketing
Pearson Canada
Keith J. Tuckwell & Marina Jaffey)

Download Chapter

Fundamentals
Read article

Concept of Product Differentiation
Visit link

Product Differentiation
In-depth analysis

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DEMOGRAPHIC SEGMENTATION

The NFL’s biggest growing fan base is women
CNN, 2014
Watch commercial

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GEOGRAPHIC SEGMENTATION

Wear it Loud
NFL Apparel, 2015
Watch commercial

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PSYCOGRAPHIC SEGMETATION

NFL on Xbox: People Skills
Xbox, 2017
Watch commercial

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BEHAVIORAL  SEGMENTATION

Explanation

Further reading

Segmentation

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OCCASSIONS

Marilyn and N°5 – Inside CHANEL
France, 2012
Watch commercial

The New Face of No.5: Marilyn Monroe
Vogue, 2013
Watch commercial

Related examples

COCO MADEMOISELLE
Chanel
France, 2016

Seize the Eau de Parfum
Commercial 1

Seize the Touche de Parfum
Commercial 2

Seize the “Twist & Spray”
Commercial 3

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BENEFITS

Live Bright
Apple Watch Series 2
Apple , 2017
Commercial

Benefits 1 example
Benefits 2 example

Apple Watch survey
Read survey

Interview with Jony Ive about design and materials
Watch video

Jony Ive on design
Charlie Rose, 2013
Watch video

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LOYALTY STATUS

Toyota
Más que un auto
USA, 2015
Case Study
Visit official website

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READINES STATUS

Interception
Volvo
USA, 2015
Case Study

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NAMING

Name fundamentals
Read article

Eminem
My Name Is
The Slim Shady EP, 1999
Watch video

Google as a verb
Read article


Minds hate to change
Forbes, 2006
Read article

Top of Mind
Read article

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LESS IS MORE

About Ludwig Mies van der Rohe
Portrait

When Less was more.
Jayne Merkel
New York Times Blog, 2010
Read article

Barcelona Chair
Visit website

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ADVERTISING MESSAGE

AIDA
How to
Inspiring action with your writing

Tagline

Slogan

Body Copy

Have fun writing and creating!
Slogan generator

Coca Cola
Global campaign, 2016
Read article

Appeals
Different authors review
Advertising appeals

Rational appeals
Explanation

Emotional appeal may harm credibility
Read insight

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EXECUTION STYLES

Review
Flashcards
What type do you use?

Case study in India about execution styles
Published in 2010
Download PDF

Musical style

The history of jingles Link 1 & Link 2

American Jingle history
Read article

Have You Tried Wheaties?
General Mills, 1926
Listen

McDonald’s
I’m Lovin’ It
USA, 2003
Watch commercial

There’s a Big Mac® For That
USA, 2017
Watch Commercial

Justin Timberlake
I’m Lovin’ It
Single, 2003
Watch video

Michael Jackson
Billie Jean
Thriller, 1982
Watch video

Michael Jackson and Pepsi

Read article

Kanye West
All of the Lights
My Beautiful Dark Twisted Fantasy, 2010
Watch video

Black Skinhead
Yeezus, 2013
Watch video

Kanye West in advertising
Read article
Guinness
Motorola

Gatorade Commercial 1 & Commercial 2

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BRAND REPOSITION
Examples

Avoid rebranding disaster
Sports teams through time

Are you ready for rebranding?
Read article

Rules for Rebranding
Read article

Rebranding Las Vegas mixed reviews
Watch video

Rebranding done right
Forbes, 2017
Read article

Nike Rebranding
Read article

Insider lessons from Nike
Read article

Air Max Vapor
2017
Read press release
Product