Choosing a brand because of a clear message
There are organisations and corporate brands that struggle with their positioning. That’s not so surprising; as a director-owner, marketeer or brand manager you are on top of your own brand all day. Companies tend to add more products to their catalogues and they make the lists of USP’s even longer, to try and outsmart competition.
All very logical, but it results in customers being more and more confused about what the organisation or brand stands for. Exactly that is what makes it difficult to choose it.
For new product or company launches this probably goes even more: you only get one chance to get it right. The product can be innovative, extraordinary, well-priced and superbly designed; eventually the right name, a differentiating message and a good pay-off determine the level of success. Brought together, the above elements create the positioning.