Guia para Definição de Posicionamento de Marca

Posicionamento Posicionamento Uma frase ou parágrafo inspiradora e ao mesmo tempo orientada à ação que descreve a posição que queremos que a marca ocupe na mente das pessoas Deve transcender a descrição dos produtos e serviços oferecidos A maneira mais comum de expressar o significado de uma marca Quatro partes consumidoralvo categoria ou outra referência competitiva ponto de diferenciação promessa e sustentação da promessa reason to believe Posicionamento Influencia o comportamento do público interno e inspira mudança ou estabelecimento de cultura Serve como um filtro de tomada de decisão para todas as áreas da empresa Deve ser sustentável ao longo do tempo e não estar baseado em tendências momentâneas Deve guiar todas as experiências que os consumidores terão em todos os pontos de contato com a marca Posicionamento Como escrever cada uma das partes 1 Consumidoralvo Descrição de quem é o principal público com quem a marca deseja se relacionar A quem o posicionamento se destina A sua descrição será mais eficaz se for caracterizada não apenas demograficamente primeira camada mas se trouxer também um insight psicológico Exemplos para a parte sobre o consumidor Para consumidores jovens e menos abastados que fazem questão de manter uma atitude positiva em relação às dificuldades da vida Para indivíduos abastados e empresários que acreditam que serão mais respeitados se demonstrarem um sentimento de responsabilidade pelos outros 2 Categoria ou outra referência competitiva Proporciona um quadro de referência em relação a quais outros produtosmarcas estão concorrendo por uma posição na mente do consumidoralvo Exemplos Carro elétrico Bicicleta Qualquer forma sustentável para mobilidade urbana Específicos Abrangente 3 Ponto de diferenciação promessa Uma resposta ao consumer insight Aquilo que fará a marca se destacar entre os seus concorrentes Deve dificultar a imitação 4 Sustentação como a promessa será cumprida As sustentações mais comuns são Atributos ingredientes tecnologia processos de produção etc Benefícios funcionais praticidade rendimento etc Benefícios emocionais felicidade parceria etc Exemplo 1 Para qualquer pessoa que deseja manter ou melhorar um relacionamento a marca XXXXXXXX de lojas de luxo permite criar ocasiões para celebrar vínculos que sobrevivem ao tempo com um presente de bom gosto indiscutível homens e mulheres de 18 a 35 anos das classes BC A XXXXX oferece um mundo de tecnologia capaz de transformar as diversas fases da vida de TARGET SUPORTE através de uma variedade de produtos de qualidade que entregam mobilidade acesso e conexão com o mundo lá fora CATEGORIA PROMESSA Exemplo 2 Nós constantemente perguntamos Somos assim Isso se parece conosco httpwwwfastcompanycom3033480toryburchspersonaltouch Para quem Neiman Marcus CEO Karen Katz From the beginning Tory has understood what womens lives are about She lives the life herselfshes a busy working mother She has walked in those shoes Washington Post Someone whos accustomed to spending 700 for a pair in the realm of Manolo Blahnik or Jimmy Choo can buy her shoes and feel like shes getting a bit of a bargain And then theyre aspirational for someone for whom Nine West is standardbut not so aspirational that its out of reach Millions c Categoria Burchs business mixes Michael Kors and Martha Stewartaffordable luxury plus aspirational lifestyleplus a globally inspired buoyant point of view thats uniquely hers Now valued at more than 3 billion Tory Burch has been the subject of much Retail chief Matt Marcotte whom Burch hired from Apple says his goal is to make the customer feel better about themselves whether they buy anything or not Step into a Sonja Prokopec a professor at ESSEC Business School in Paris says this personal touch has distinguished Tory Burch in the affordableluxury sector Other designers use their own names but few offer so much of their own lives A lot of the affordableluxury brands I dont know how strong they are from a marketing standpoint Prokopec says the personal point of view is what makes Tory Burch really interesting People can see something unique Burchs most daunting task may be in maintaining a welcome familial culture within her organization as it grows She has codified her guiding principles into a mission statement called Buddy Values which include kindness humility and humor Buddy Values are really about good manners Burch says I wanted to create a nonbitchy fashion company Burchs office in Manhattans Flatiron district feels like an extension of her Fifth Avenue apartment One wall of the bright space is covered with pieces of blueandwhite porcelain from her extensive collection On a table theres a copy of The Little Prince a favorite book Her three sons gaze from photos all over the room And behind her desk theres a framed note written in crayon by her youngest son and given to her after the Council of Fashion Designers in America named her accessory designer of the year in 2008 Congratulations Mom it reads I hope you feel good I am suprised you one first prize I am happy you won I am suprised you won against marc jacobs and michael Kors I love you mom By Sawyer Tory Burch stores too are designed to be inviting You feel like youre getting a peek inside Torys house says retail chief Matt Marcotte whom Burch hired from Apple three years ago Even the warm orange color thats present in every boutique echoes the walls of an expansive library in her apartment Marcotte has instituted several innovations to increase intimacy with shoppers including software that allows store associates to better track past purchases and helps hapless husbands buy for their wives mini fridges stocked with Coronitas soft drinks and juice boxes and iPads loaded with Sports Illustrated and Angry Birds Whether youre shopping or youre waiting Marcotte says we want you to leave happy Personalidade The Tory Burch creation story has become legend As a mom of three young boys she left her work in fashion PR which included stints at Ralph Lauren and Vera Wang to raise her kids But she always wanted to start something of her ownand she had a vision It was pretty simplistic I wanted great classic easy pieces that didnt cost a fortune she says How do we design something beautiful that women all want to wear Her privileged upbringing shaped her view Her eccentric welltodo parents her dad Buddy Robinson had a seat on the New York Stock Exchange brought stories and souvenirs back to their Pennsylvania farmhouse from all over the world Both led memoirworthy livesbefore they married Buddy dated Grace Kelly Reva a former actress went out with Steve McQueen Residência Escritório Lojas e Produtos Tory Burch Ontem Fall 2014 Accessories Guide 14 Fotos Inspiration starts with the armor my parents collected The focus is on clean strong silhouettes bold embellishments a mix of textures fringe quilting woven leather httpbitly1v9UUo 1 Henry Nick frame Named for Burchs twin sons 2 Rae ice bucket Honors one of Torys grandmothers 3 Reva ballet flats Named for Burchs mom 4 Nutcracker At holiday gatherings her family shells and eats nuts together 5 Brigitte cosmetics case Named for Brigitte Kellein president of Tory Burch since 2005 6 Lip cheek tint In one color only Cats Meow a phrase Burch uses about things she loves 7 Elephant belt Burch is superstitious Elephants are lucky 8 Scarf Inspired by her gardens in Southampton New York 9 Rosary A fashion accessory not actual prayer beads Burchs sons were baptized Catholic 10 Robinson handbag A mainstay of Burchs handbag line to which she gave her maiden name 11 Tunic Oprah featured the piece that started everything in 2005 and dubbed the brand the next big thing 12 Needlepoint cushion Burchs dad did needlepoint This one features a phrase he often uttered to his kids To kick off our Entertaining Issue we turned to Torys own vegetable garden and its seasonal offerings for a little summer menu inspiration A sweet corn soup to cool off the palate savory grilled flatbread that combines juicy tomatoes and creamy burrata cheese finished off with a justsweetenough combination of baked fruit and tangy balsamic Read more features from our Entertaining Issue Comercial Lançamento Novo Honda Fit 2015 Cérebro Dueto da FNazca SS para Honda