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Emotional Features 6. He is the author of The Ad-Free Brand: Secrets to Successful Brand Positioning in a Digital World and is the Community Guide on the Management Innovation Exchange ( Dark Matter Matters The Intersection of Brand, Culture & Community Search Search for: Go HomeThe Ad-Free BrandAd-Free Brand TipsAd-Free Brand IntroductionAd-Free Brand VideosAd-Free Brand ErrataBrand Positioning TipsAbout Chris GramsWhat Im writingWhat Im readingAbout this Blog Subscribe to RSS brand Brand positioning tip #3: the brandmantra Posted by Chris Grams ⋅ July 21, 2009 ⋅ 12 Comments Filed Under A New Brand World, brand, brand mantra, competitive frame of reference, Kevin Keller, mission, Nike, Points of Difference, Points of Parity, positioning, Scott Bedbury, strategic brand management, values In previous posts, weve covered three of the four elements of good brand positioning as I learned them from Dr. If you want to learn more about brand mantras, and how other leading companies have used them, definitely check out Strategic Brand Management or purchase Kevins paper on them here. So how do you create a brand mantra? A good place to start is with the points of difference you uncovered in your positioning exercise. Take the Ad-Free Brand Challenge Send me a cool picture of you and the book and get featured here.

Posted by HARISH July 8, 2010, 11:20 am Reply to this comment brand is a sign symbol or name which referred to a specific company or a product bran is a emotion or a feeling. Rational Features 5. Then youll know your mantra has arrived. Kevin Keller, author of the classic branding textbook Strategic Brand Management: Points of difference: the things that make you different from your competition (and that your customers value) Points of parity: the places where you may be weaker than the competition and need to ensure you are good enough so you can still win on the merits of your points of difference Competitive frame of reference: the market or competitive landscape in which you are positioning yourself Today we will be covering the 4th element of good brand positioning: the brand mantra. But if the brand mantra is simply used as a building block for advertising campaigns, it is not living up to its true potential. .. (LogOut/Change) Cancel Connecting to %s Notify me of new comments via email. A great example of a brand mantra being used to keep the ship on course. Quality 4. When used in its proper context, a good brand mantra is not simple sloganeering.

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