INSIGHT PAUL REES ASSOCIATES HOW TO BUILD A BRAND
greatly. For example, Paddy Power adopts a bold and playful tone in their marketing while also focusing on conveying trust and reliability through transparent terms and generous rewards. Its unconventional and irreverent marketing campaigns often feature humorous and provocative advertisements, and the company's bold and playful approach sets it apart from more traditional operators and appeals to customers who appreciate its distinctive brand personality.
Additionally, reputation and trustworthiness are also key positioning factors. Some operators differentiate themselves by demonstrating a commitment to fairness, responsible gambling practices, and customer satisfaction. Bet365 is widely recognised for its strong reputation and commitment to responsible gambling. Te company has implemented various measures to promote responsible gambling, including self- exclusion options, deposit limits, and resources for problem gambling support. Bet365's focus on customer safety and satisfaction contributes to its reputation as a trustworthy operator in the industry.
Positioning statements focus on a single, most important claim that distinguishes the product or service from the competition. In a time of advertising-saturation simple messages increase brand recall and receptivity.
Brands often convey their most important value claim through the use of a unique selling proposition (USP), which is a type of claim that offers customers a specific, unique, and superior reason to buy a product or service. USPs have inspired some of the most famous advertising straplines in history, such as Avis's "We try harder" (USP: exceptional customer service). As the second-largest car rental company, Avis used this slogan to differentiate itself by emphasising its extra effort in customer service compared to the market leader.
RATIONAL OR EMOTIONAL POSITIONING?
Brands can be positioned rationally or emotionally. Rational positioning focuses on the functional attributes, benefits, and features of a product or service. It appeals to the customer’s logical side, presenting clear reasons why a brand's offering is superior to competitors. Tis approach is often data-driven, highlighting specific advantages such as cost- effectiveness, durability, convenience, or technological innovation.
Rational positioning is particularly effective in industries where product differentiation is clear-cut and can be easily quantified, such as in the automotive, technology, or home appliances sectors. For example, a mobile phone brand might use rational positioning by emphasising its device's longer battery life, superior camera technology, or faster processor speed.
P34 WIRE / PULSE / INSIGHT / REPORTS
Paddy Power adopts a bold and playful tone in their
marketing while also focusing on conveying trust and
reliability through transparent terms and generous rewards. Its unconventional and irreverent marketing campaigns often feature humorous and provocative advertisements, and the
company's bold and playful approach sets it apart from
more traditional operators and appeals to customers who
appreciate its distinctive brand personality.
considerations and seek the best value and experience; appealing to a broader audience by addressing their practical needs and concerns. Not all customers are swayed by emotional appeals; some are more focused on finding a reliable and trustworthy betting or gaming provider that offers competitive odds, a variety of betting options, and a seamless user experience. Additionally, rational positioning helps brands comply with regulatory requirements by providing accurate and transparent information about their products and service.
Paddy Power is known for its bold and irreverent marketing campaigns, which often employ humour and shock value to grab attention and generate buzz. While this approach may seem purely emotional, Paddy Power also uses rational positioning by offering competitive odds and a wide range of betting options. Tis reassures customers of the brand's credibility and reliability despite its unconventional image.
A SOLID BASE FOR YOUR MARKETING STRATEGY
Te key to successful brand positioning is to find ways to seamlessly integrate into your customers’ lives. It involves paying attention, understanding, and persuading your customers regarding the tasks they need to accomplish and how the various aspects of your product or service can enhance their lives.
On the other hand, emotional positioning seeks to connect with the audience on a more personal and affective level. Tis approach taps into the customer's feelings, aspirations, values, and experiences, aiming to evoke emotions that will make the brand more appealing. Emotional positioning can be powerful because it transcends the product's functional benefits, building brand loyalty and affinity through a deeper psychological connection. For instance, a car manufacturer might position itself not merely as a provider of transportation but as a facilitator of adventure, freedom, and family bonding.
Choosing which route to adopt can be informed by several factors: how your target customers choose and use your product or service; whether your competitors use rational or emotional appeals; and how your own brand can support the positioning statement.
Many betting and gaming brands use rational positioning as a core component of their marketing strategy. Tis approach serves multiple purposes: driving trust and credibility, which are crucial in this sector due to the financial nature of the transactions; attracting customers who prioritise practical
It is important to look outward and understand your customers deeply in order to determine which brand features support the values your customers hold dear. It's also key to understand your competitors and identify any unfilled gaps. Additionally, ensure you understand any product technologies to create a competitive advantage.
Developing a compelling brand positioning is akin to laying the foundation for a building. It requires thoughtfulness, precision, and a deep understanding of the landscape you're operating in. However, once established, it provides a solid base upon which to build your marketing strategy, product development, and customer engagement initiatives. In today's cluttered market, a strong brand positioning is not just a nice-to-have; it's imperative to thriving and standing out in the minds of your customers.
Your brand positioning is not set in stone. It’s highly beneficial to continuously monitor market trends, customer preferences, and competitive movements. Be prepared to refine your positioning in order to stay relevant.
Finally, it’s key to communicate consistently and ensure that all your brand touchpoints (website, advertising, customer service etc) reflect your positioning, as consistency builds recognition and trust.
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