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Positioning a Brand in the Marketplace Positioning a Brand in the Marketplace By Suzanne Hogan, Senior Partner, Lippincott Mercer Before we can talk meaningfully
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Positioning a Brand in the Marketplace
By Suzanne Hogan, Senior Partner, Lippincott Mercer
Before we can talk meaningfully about positioning a brand, we need to be clear about why it is
important to position a brand-and exactly what a brand is. The reason it is important to position a
brand is because of the phenomenon that we at Lippincott & Margulies call Brandwashing(SM). As
consumers, we are all influenced by the effects of a powerful brand positioning-"brainwashed," so
to speak-to have preference for one versus another. But today there are so many choices for
consumers that this term has a secondary derivation-"whitewashing." That is, the brand choices
are so varied and the
We can define "brand" as the sum of all available
information about a product, service or company.
differentiation so minimal in terms of product functionality that we're faced with a sea of
indiscernible offerings. This is why it is critical for a brand to be well positioned and uniquely
differentiated.
Now that we are clear on why brand positioning is important, let's define what a brand is.
The dictionary definition of "brand" is of little help. One dictionary carries three separate and
distinct meanings: The first is "a trademark or distinctive name identifying a product or
manufacturer." An accurate description as far as it goes, but it captures neither the full weight nor
the subtle nuances of brand identity or what it means to position a brand in the marketplace. And
it clearly ignores the strong emotional connections that people have with their brands.
Definition two is even further off the mark: "A sign of disgrace or notoriety." Definition three
misses by a country mile: "A mark burned into the flesh of criminals, or on the hides of animals."
But in its own way, albeit somewhat roundabout, the dictionary makes a significant...
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