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INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved SEASON 2 Quick Recap LESSON #8 Positioning Advertising Examples AGENDA Doubt / Dissatisfaction Ad Examples Next Time INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved QUICK RECAP • Where We Left Off Last Time: INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved QUICK RECAP • Where We Left Off Last Time: • The consumer decision-making process INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved QUICK RECAP • Where We Left Off Last Time: • The consumer decision-making process • Problem recognition triggers the discovery phase INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved QUICK RECAP • Where We Left Off Last Time: • The consumer decision-making process • Problem recognition triggers the discovery phase • Discovery triggers the consideration pathway to the evoked set INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved QUICK RECAP • Where We Left Off Last Time: • The consumer decision-making process • Problem recognition triggers the discovery phase • Discovery triggers the consideration pathway to the evoked set • Different levels of risk and cost can shorten or extend the timeframe of the decision-making process INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved QUICK RECAP • Where We Left Off Last Time: • The consumer decision-making process • Problem recognition triggers the discovery phase • Discovery triggers the consideration pathway to the evoked set • Different levels of risk and cost can shorten or extend the timeframe of the decision-making process • Positioning and de-positioning can maximize the result INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved IN THIS SESSION • Review and Deconstruct the Use of Positioning and De-Positioning in Advertising INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved IN THIS SESSION • Review and Deconstruct the Use of Positioning and De-Positioning in Advertising • Some examples from Marty’s Vault INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXPLORING POSITIONING IN ADVERTISING COPY • The Purpose of any Advertising is to Present a Message and Hopefully Compel the Target to Take the Action We Desire INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXPLORING POSITIONING IN ADVERTISING COPY • The Purpose of any Advertising is to Present a Message and Hopefully Compel the Target to Take the Action We Desire • Click is the direct action of an ad INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXPLORING POSITIONING IN ADVERTISING COPY • The Purpose of any Advertising is to Present a Message and Hopefully Compel the Target to Take the Action We Desire • Click is the direct action of an ad • But it could also be a visit to a destination INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXPLORING POSITIONING IN ADVERTISING COPY • The Purpose of any Advertising is to Present a Message and Hopefully Compel the Target to Take the Action We Desire • Click is the direct action of an ad • But it could also be a visit to a destination • Or a search for more information INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXPLORING POSITIONING IN ADVERTISING COPY • The Purpose of any Advertising is to Present a Message and Hopefully Compel the Target to Take the Action We Desire • Click is the direct action of an ad • But it could also be a visit to a destination • Or a search for more information • But From Our Positioning Perspective, Our Intention is to Compel the Target Further IN FAVOR of our brand or product or service INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXPLORING POSITIONING IN ADVERTISING COPY • The Purpose of any Advertising is to Present a Message and Hopefully Compel the Target to Take the Action We Desire • Click is the direct action of an ad • But it could also be a visit to a destination • Or a search for more information • But From Our Positioning Perspective, Our Intention is to Compel the Target Further IN FAVOR of our brand or product or service • And AWAY FROM our competitors INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved POSITIONING IN ADVERTISING • When Incorporated Properly in Advertising (Any and All Channels), Positioning Can Do MORE Than Stimulate Getting the Click (or Action) INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved POSITIONING IN ADVERTISING • When Incorporated Properly in Advertising (Any and All Channels), Positioning Can Do MORE Than Stimulate Getting the Click (or Action) • It can SET UP THE TARGET TO BE READY (or READIER) TO BUY! INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved POSITIONING IN ADVERTISING • Let Us Learn From The Masters INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved DAVID OGILVY • 1911-1999 INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved DAVID OGILVY • 1911-1999 • Ogilvy & Mather INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved DAVID OGILVY • 1911-1999 • Ogilvy & Mather • The “Father of Advertising” INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved DAVID OGILVY • 1911-1999 • Ogilvy & Mather • The “Father of Advertising” • Perhaps one of the best copywriters of all time INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved DAVID OGILVY • 1911-1999 • Ogilvy & Mather • The “Father of Advertising” • Perhaps one of the best copywriters of all time • ALWAYS USED POSITIONING! INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXAMPLE 1 INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved ZIPPO AD COPY The amazing story of a Zippo that worked after being taken from the belly of a fish INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved ZIPPO AD COPY The amazing story of a Zippo that worked after being taken from the belly of a fish Mr. Harry Best, recently retired fish and game protector for the Mew York State Conservation Department, told this remarkable but true story to the Zippo man: A party, just west of Cleveland and Oneida Lake was fishing for Great Northern Pike in Three Mile Bay. They caught a Pike that weighed 18 pounds. When they dressed the Pike, in the stomach was one of your lighters. INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved ZIPPO AD COPY The Pike must have picked it off the bottom or could have grabbed it before it got to the bottom. The lighter was in fine shape. The best part of it was that the Zippo lit the first time. Even for a fisherman its quite a yarn. But then there are thousands of other Zippo lighters which have lived through adventures that would have made brave Ulysses’ hair stand on end. INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved ZIPPO AD COPY Zippo was not surprised that the lighter worked. They make every one of their lighters to work. Not just for weeks, months or years, but FOREVER! Whether you buy your Zippo lighter in a store or find it in a fish, Zippo offers you this incredible guarantee: No matter hold old it is or what its condition, if a Zippo ever fails to work, they’ll fix it FREE! INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXAMPLE 2 • 1963 - It Still Works Today INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXAMPLE 2 • 1963 - It Still Works Today • “Santa Claus slipped this Zippo into a Christmas stocking in 1932. It still works today.” INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved EXAMPLE 4 INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved ROLLS ROYCE AD COPY INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2 © MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved ROLLS ROYCE AD COPY INTENSIVE BRAND POSITIONING
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