SOCIAL MEDIA ST ST STRATEGY AND BRANDING: A SIMPLE WAY TO REMEMBER POSTIONING

In New Media, because there are so many products, positioning is critical. With so many products in the market place, a consumer must clearly have YOUR brand in the consumer’s mind when the consumer makes their purchasing decisions.

To keep positioning simple, brands are positioned in 6 ways.

·        Attribute

·        Price

·        Use

·        Product-User

·        Product-class

·        Competitor

Attribute.  Kelly Rowland sings dance music.   Toni Braxton sings love ballads. Crest  known as a cavity fighter. The BMW car is positioned as the quality car   “…the ultimate driving machine.

Price. Nordstrom positions itself as the quality leader by having the highest price. Burlington Coat Factory positions itself as having nice, stylish clothes, that are “affordable”. They don’t carry the most exclusive brands.

Use. Radio station WEEI in Boston, and all sports talk radio station, positions itself against National Public Radio, an all news station.

Product-User.   Nike designed a shoe just to be used for basketball, and signed Michael Jordan as its spokesperson to position against the sneaker walking and running sneakers.

Competitor. You position yourself directly against a competitor. Hertz had the top ranking.Avis decided to position themselves by service. Their tag line was, “…we’re no. 2, we try harder”.

            After this is done there is a second step in positioning. A marketer asks a second set of questions:

1.     Identify the competitors

2.     Understand how the competitors are perceived and evaluated

3.     Understand the competitors positioning against  you

4.     Analyze the customers

5.     Decide on how you will position yourself against your competitors. You decide what are your strengths and what are your weaknesses. A singer under stood that she couldn’t position herself against her competition, so she positioned herself by making very stylish videos.

6.     Monitor the analytics. This is a strength of social media platforms. You know who came to your sight. You know how long they stayed. You know if your campaign is working by knowing how many visitors came to your site. If someone wrote a comment to you. Another important metric are the likes and you’re dislikes.

SOCIAL MEDIA STRATEGY AND BRANDING: WHAT IS THE DIFFERENCE BETWEEN POSITIONING AND DIFFERENTATION

Successful marketing in the social marketing era, demands traditional marketing skill. Positioning a product in the market place is a tangible thing. In comparison, the differentiation of a product is a perceptual concept.

Positioning and differentiating is a one-two punch. Positioning is an explanation of what the product does. Differentiation is when a product is defined in a consumer’s mind.

Tide is postioned as a the best whitner. It is differentiated with a neo orange bottle. Kelly Rowland postions herself in R &B music with dance music. She differentiates herself with dancers with well developed six pacs. 

Social Media Strategy and Branding: How can Kelly Rowland Reposition Herself to Create Brand

Social Media is a great asset and a great drawback. The scale that Social Media creates is breathtaking. It also mean that great amounts of content and products are now on the market. How can your product be branded. Singer Kelly Rowland is a benchmark.

To brand in a social media era, a product must repositioned, branded, and positioned. Positioning and branding are about perception.  A marketer must create in the mind of thier customer that thier product is different than the other products. In a social media age, there is much content and products. How do you brand?

Kelly Rowland is a bench mark in branding strategy.  Kelly first repositioned herself. She went from a small segment of R & B, to the larger dance segment. She branded herself, and positioned herself as the the stylish brand

HOW DO YOU BRAND IN THE SOCIAL MEDIA ERA?  YOU BRAND BY

• REPOSITIONING YOURSELF
• BRANDING YOUR PRODUCT
• POSITIONING YOURSELF

SOCIAL MEDIA AND BRANDING; HOW KELLY ROWLAND CAN CREATE THE PRE-IMMIMINENT BRAND IN R&B MUSIC

Kelly Rowland is top brand in R &B music. To create a compelling brand she should stop positioning herself around music and start positioning herself in R & B Music