Branding is crucial for a business. When done well, it frames what consumers can expect from an offering.
In the previous blog post, we talked about brands that used the social and environmental responsibility as positioning territories.
In this blog post, discover the brands that position themselves on personal expression or enrichment.
Personal expression is a core human driver. "Think different", and "Open your mind" both challenge and command consumers to do so to set themselves apart from their competitors.
Famously, Burger King challenged the ubiquity of the Big Mac being for everyone and challenged with the personalise your burger, which became the now classic positioning, "Have it your way".
Marketing legend Dave Trott talks about two things being required to prompt action:
This territory has a rewarding and indulgent nature, and it uses this as leverage to stand out from their competition. The expressions "Because you're worth it" and "Have a break!" persuade consumers that they have deserved the personal enrichment and/or experience.
Nokia and Facebook both use mediums that allow consumers to communicate. Therefore, they focus their positioning territory on how they connect people. Facebook also shows us how visuals are sometimes more powerful than statements.
This is the sixth post in the series called Brand Positioning Territories.
Editor’s note: This article has been updated for relevance and freshness.