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A brands differentiating benefit may be: 1. Being first 2. Attribute ownership (on-core or off-core) 3. Leadership 4. Heritage 5. Preference 6. How a product is made 7. Being the latest For more ideas on determining a differentiating benefit for your brand, click here.
Once youve determined your preferred brand strategy and differentiation benefit, fill in the following position statement: [BRAND NAME] is the only [BRAND CATEGORY] for [TARGET AUDIENCE] that [UNIQUE FEATURE] so [COMPELLING BENEFIT OF THAT FEATURE]. Ideally, the point of difference should be distilled into a single word or phrase. It might be benefitrelated (cavity prevention), service-related (home delivery), audience-related (young people), or sales-related (preferred brand). The essence of your brands value proposition should be able to be articulated this simply: [BRAND NAME] = [WORD] This article courtesy of Scott DeMenter