Archive for the ‘Positioning’ Category

HEY EVERYBODY!  Our Pizza Tastes Like Cardboard! 

Trash Talking Your Own Product

Um…well…yes it does actually, and your sauce tastes like ketchup.  That’s why I haven’t eaten your pizza since my daughter's 10th birthday when it snowed 3 feet and you were the only place open.

The new Domino's Pizza ad campaign explains that they listened to consumer feedback and completely redesigned their pizza based on that information. The video clip shows some focus group feedback that is pretty painful. The obvious question is…what took you so long? The pizza had been lousy for years and I am sure focus groups (if you did them) have been telling you that for years!

Nevertheless, the ad begs the question…is it smart to throw rocks at yourself? Competitors have been throwing rocks at Domino's for years…why reinforce that negative image?

The big risk is that your current consumer base obviously likes your pizza, so why radically change it? If you check out some consumer feedback about the new pizza, you will see that many fans of Domino's are not happy by the spicier sauce and garlicky crust.

Will the ads create a ton of interest in trying the "new" pizza? Obviously that is the hope of Domino's. And I am sure some marketing geek has produced a model that shows the benefits outweigh the potential downside.

In this case, I think it is a pretty good move. You cannot stay stagnant in this environment, and Domino's has to continue to grow. You must improve your base product because you can only introduce things like "Breadbowl Pasta" once in a while. I think the general response from non-users of Domino's will be "the pizza can't be any worse that it was." But will it get them to try it?

Is it smart to throw rocks at yourself?

Stephen Colbert's take on this topic! http://bit.ly/7pIn8A

A few weeks ago I posted a Twitter Poll (Follow me @NameFlash) to gather opinions on Anti Monkey Butt Powder…Good Name or Bad Name? The results indicated that about 70% of people thought Anti Monkey Butt Powder was a bad name.

However, the real learning came from the comments I received about the post. The people who thought it was a bad name were making fun of the name and talking about how they would never buy such a product. The people who thought it was a good name were people who suffered from what might be described as a “chafed butt” due to extended horseback riding, motorcycle riding, or truck driving. Some of the people who responders were actual consumers of the product and were very defensive about the name—they thought it was perfect!

So what is the lesson on branding? I think the owners of Anti Monkey Butt Powder did a terrific job of connecting with their target market—the problem of having a “chafed butt” is not one that everyone has, but if you do have it, you understand what Anti Monkey Butt Powder is designed to do. If you don’t have this problem, then it really doesn’t matter what you think about the name, because you will never buy this product.

I chose Anti Monkey Butt Powder for the Good Name Bad Name poll because I thought it was a fascinating name, and when the passionate responses came in from people who identified with the product, I came to love the name even more!

So the owners of this store probably think they have a terrific name for their business: “Kids Exchange.” Well I beg to differ. First of all, what is a kids exchange, anyway? What do you do here? Swap your kids out when you get tired of them or turn them in for cash like those gold-buying places that seem to be cropping up everywhere? A naming professional could have helped prevent this confusion.

However, this picture goes one step further—why did they not put a space between the words “Kids” and “Exchange”? Proper capitalization would have been helpful as well. Not sure why this is a problem? Look at it a bit more closely…there it is. These 12 letters could just as easily spell…Kid Sex Change. I don’t think that’s what the store is about, but who am I to judge? Either way, it’s obvious that not only the name, but also the logo and signage could have benefited from professional help.

The photo below pretty much says it all.

Assitalia is one of the biggest insurance companies in Italy. I am sure the company developed its name without thinking about international considerations. In Italy, the name is probably fine. But if they ever wanted to expand to an English speaking country…well, let’s just say there might be a problem.

Most companies for which I develop names for insist that I do some sort of name verification to ensure that the names I develop have no problematic connotations in the major foreign languages. Clearly, Assitalia never thought of that!

In the spring of 1971, a new marketing idea was hatched.  Today, over 38 years later, the idea is still the most important thing you can do to achieve marketing success.

In an ad in the April 7, 1971 New York Times, David Ogilvy outlined his 38 points for creating “advertising that sells.”  He called the #1 item on the list “the most important decision.”  He went on to say that “the results of your campaign depend less on how we write your advertising than on how your product is positioned.”

His message was clear…you need to start with a clear positioning for your product.  With a clear positioning, you can establish your marketing territory versus your competitors.  Without a clear positioning, you will forever struggle to establish your marketing message.

How can an idea that was conceived almost 40 years ago still be relevant?  David Shenk, in his book Data Smog: Surviving the Information Glut, estimated that a consumer was exposed to 560 advertising messages per day in 1971.  Shenk estimated that number had grown to over 3000 per day by 1997.

But the world today is even more complex and consumers get exposed to more frequent messages on traditional vehicles like TV and radio (now we have :15, :10, and even :05 second advertising).  Plus we have a whole new world of marketing messaging using modern tools like computers, cell phones, social networks, podcasts, etc.

So is it any wonder that the “positioning” message is more important today than it was 38 years ago?  Consumers are bombarded with marketing messages.  If your message is not framed by a crystal clear positioning, your message will fade into the background and all of your marketing efforts will fail.

What are the keys to developing your product’s positioning?

First of all, I highly recommend reading the “positioning Bible” which is the book Positioning: The Battle for Your Mind, written by Al Reis and Jack Trout.  This is one of the best marketing books ever written, and I learned the craft of developing clear positioning statements by reading this book.

But to “cut to the chase,” the concept of a clear positioning is very simple.  You need to own “one word” in the mind of a consumer, and you need to make sure that word is competitively viable and achievable in your marketing plan (i.e., your competitors cannot own it and you can afford to own it).

Here is an example.  In a world of colas, 7-Up decided it wanted to be the “Un-Cola.”  One word that drove its marketing messaging for years (and double digit sales gains I might add).  It was simple, direct, and memorable.  It was also appropriate for their product and easy to own without breaking the bank on marketing.

Think Mac versus PC.  Mac owns “cool” and that defines their marketing effort.

So ask yourself, if you have an established product…what positioning do you already own, and what positioning do you want to own?  If you are just starting to launch a product, what positioning do you want to own in the minds of consumers?

If you get the positioning right, the marketing will practically design itself! 

- Mark Prus (mark.prus@nameflash.info), NameFlashSM (www.nameflash.info)