22 July 2009 72 Comments

Brand positioning and strategy success

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


Many brand owners, drivers often overlook a critical point that can help in making their strategies work. Because of this many brand investments often fail to achieve purpose. This may not be attributed to the veracity of the brand’s strategy but an oversight by the strategists.

In a recent article by Chris Helle, Chris maintained ‘the vast majority of consumer brands fall into the small to mid-sized category. Far too often, they always try to act big- by using big branding formula adopted by leading brands-which is basically use of mass media campaign that gulps their little reserves. Many of these mega brands have wasted resources. Most brands strategy will work when they follow their real opportunity through connecting with target market which may of course be smaller but being a group of highly engaged, motivated customer. For most brand strategies to work out without fail, such must be developed, built, adapted as well as constructed around the daily lives of the target.

We must also remember that a focused strategy that has taken into consideration brand promise and the target daily behavioral tendencies will excel better. Never forget that leading brands do not get to the top overnight. Not that alone, using, allocating big budget to advertising does not always guarantee success. Many of the mega brands often bite their fingers because of lack of proper planning and execution.

Any brand strategy must understands language spoken and the medium it audience uses to make substantial progress. It must reach them with right vocabulary in all brand campaign. There is no need of speaking jaw-breaking grammar to nursery kids. This is what many brand strategists do when crafting a brand position. Brand strategy and positioning that will work must speak directly to the target. Guess we will think about this today.Or do you have a contrary opinion? Please drop your comments.

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