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In the “good ol’ days”, copywriters created “slogans” or “tag lines” by which prospects and customers were to remember the brand and come away with a benefit or a warm feeling depending
whether it was a product or corporate slogan. Slogans were (are) memory “hooks” that, if successful, differentiated the brand. But too often, they were (are) just fluff - a phrase with alliteration or
that rhymed and made the advertiser feel good, but rarely made a dent in the collective customer psyche.
Purpose of positioning statement: A positioning statement is a slogan or tag line, but its purpose and significance lies in differentiating the product or company. Period. It needn’t be clever or lilting. But it does need to crystalize and uniquely state a differentiation that is meaningful to customers and prospects. It is a crystallization of the difference in a memorable form that can and should be used in conjunction to the name to establish brand awareness, and over time, sampling, preference and advocacy.
Aside from a name (which sometimes can also be a positioning statement - think “Toys “R” Us” or “Bright You Are”) the positioning statement may be the most meaningful element of the
branding process.
Introducing the meme: Speaking of meaningful elements, consider using a meme as a positioning statement. What’s a meme, you might ask. Well it’s a relatively new term introduced as a definition of a symbol, phrase, piece of music or illustration that captures the essence of an idea and represents that idea in almost all minds that encounter it. It has cultural and societal implications (totems, Uncle Sam’s “I Want You”, “Red Cross”) as well as marketing applications.
Actually, savvy marketing and advertising people have been creating (or often preempting and adapting) memes long before there was a term to define them. They were just the “hooks” that
made customers respond to ads and promotions and displays. It is doubtful that they considered their creations as having viral implications, or that many did become cultural icons themselves (“Only her
hair dresser knows for sure”, “When it absolutely, positively has to be there tomorrow”, “You’re in good hands with AllState.”)
Meme is not limited to a positioning statement: A meme can be a jingle (I want to be an Oscar Myer weiner), a personality (George Foreman for Meineke), a character (Pillsbury Doughboy), architecture (Golden Arches), a geographical landmark (Rock of Gibraltar), an animal (Jaguar), a historic figure (Ethan Allen), a sound effect (door bell followed by “Avon Calling”), and many other devices.
What’s more, a company, product or service may develop multiple, layered memes. We are assuming this is well thought out and that they work together to build a powerful identity with
significance to all targeted audiences. It is doubtful that adopting two or more memes with different fundamental response mechanisms will work for the same product even if each is directed at two or
more different target markets. Mixed messages just cause confusion.
Characteristics of a powerful marketing meme: According to Geoff Ayling,
ad agency exec and author of Rapid Response Advertising, an effective meme to represent your company or product as a positioning statement should have:
- A promise of an important customer buying advantage...
- A clear differentiation from your competitors...
- Your company or product name ingrained in the phrase...
- Inherent understanding of what the statement means.
Since a positioning statement shouldn’t be any longer that seven or eight words, the crafting and crystallization of a positioning statement requires time, hard work and a creative knack.
Signature Strategies created these positioning statements:
Here are several positioning statements we’ve created for clients. Several were developed prior to the introduction of the meme concept which we now embrace enthusiastically.
- HP puts the power where the problems are
Hewlett-Packard's programmable calculators (desktop computer predecessors)
- Action Business Services: Responsive and Responsible Provider of janitorial, landscaping and hauling services for business
- Where there’s a rail, there’s a way Short-run railway operator who takes over unprofitable runs from larger railroads
- CS Advocare: your advocate for Medicare concerns Firm providing assistance for older citizens with insurance and financial concerns
- Ideatrics: your partner in customizing surgical
instruments Firm helping surgeons design, build and market custom surgical instruments
- A new business concept - the outside in-house counsel. Attorney’s practice specializing in small business law.
- We’ll take care of I.T., The SWAT Team A provider of contract computer programming services
- TransLogic: Delivering World Class Manufacturing Automated material handling systems for electronic manufacturing applications.
- One Potato bans the bias Randomizing software to perform equitable, impartial drug testing
- HelpLine: your direct line to answers and action. Byerly & Company's customer service HelpLine for insurance agents
- MAP, because knowledge is profit QuickPen International's Management Application Program to control construction schedules, inventories and costs
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