Here are 2 industries and examples how the different players have through focus have found their niche and then effectively communicated their brand positioning.
You can buy a notebook at your local newsagent or office supplies store for $2-$4, but a large enough number of people in the creative industries choose to pay up to 10 times that for the legendary Moleskin.
Many of the older brands have rich histories that make them “legendary”, however new and small brands can benefit similarly if they follow the rules of being interesting and authentic.Keep in mind these “legends” were also just a small business, with nothing more than the vision and passion of their founders.
Did Coca Cola really invent Santa Claus? Maybe not but it certainly made him their brand ambassador and part of our popular culture for ever!
Examples of campaignable Brand Names, Logos and Positioning Statements
There is always an opportunity to use the power of emotion to “cut through” the clutter, especially in categories where the emotional approach is rarely used.
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