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BLUE ORANGE ASIA is an Award Winning Creative Digital Branding, Marketing, Advertising Communications Agency based in Bangkok, Thailand, with offices in London England, Hong Kong and Singapore servicing clients in Bangkok, Phuket, Thailand, Yangon, Myanmar, HCMC Vietnam, Singapore, Hong Kong, Kuala Lumpur Malaysia… Read More
BLUE ORANGE ASIA is an Award Winning Creative Digital Branding, Marketing, Advertising Communications Agency based in Bangkok, Thailand, with offices in London England, Hong Kong and Singapore servicing clients in Bangkok, Phuket, Thailand, Yangon, Myanmar, HCMC Vietnam, Singapore, Hong Kong, Kuala Lumpur Malaysia, Phnom Penh Cambodia, Vientiane Laos, The Maldives, Phuket Thailand, Bali Indonesia, Jakarta, Beijing and Shanghai, China.

THE BEST BRANDS IN THE WORLD WORK WITH US because we are credible, qualified
and deliver better ideas and better results at far better value for money.

THE BEST BRANDS ALSO WORK WITH US because owners and CEOS recognize the value of partnering a credible, qualified brand marketing, advertising partner who delivers on their aims and expectations.

WITH OVER 20 YEARS OF AWARD WINNING EXPERIENCE WITH THE BEST AGENCIES IN THE WORLD we position your new brand and new product clearly ahead of the curve and ahead of the competition with the most visually compelling, contagious and engaging idea driven marketing and advertising.

WITH OVER 20 YEARS of award winning experience managing and servicing leading global brands, Blue Orange Asia today services clients including Hilton Hotels Asia Pacific, Apple dubai, Audi Automotive Singapore, P&G, Procter & Gamble Olay, Apple INC, Disney Asia, HSBC Bank, Coca Cola, Hyatt Erawan Hotel, IBM, Singapore Airlines, Vietnam Tourism.

AS ONE OF THE BEST 'THINK DIFFERENT' CREATIVE DIGITAL BRANDING, MARKETING AGENCIES and companies in Asia, our Clear Point of Difference is in our expertise to create clear compelling strategic communication ideas that position you clearly, and make you stand out from your competition. Ideas that forge long term engagement relationship and loyalty.

REASONS TO WORK WIT US | OUR CLEAR DIFFERENCE;
20 years of Award Winning Experience with the best 3 Accredited Branding, Advertising Agencies in the world is at the core of everything we do. (J Walter Thompson, TBWA Worldwide. Grey Global).

We're probably The Only Credible Qualified Agency you now know with Legitimate Experience and Expertise with Top Global Accredited Networks.
Better Ideas. Better Results.
WE have over 40 endorsements on LinkedIN.
WE ARE NOW TOP OF GOOGLE. We can make you Top of Google too.
AWARDS from the Best Global Award Shows.

EXPERTS IN STRATEGY & EXPERTS IN POSITIONING: At the heart of a winning business is a clear Strategy and clear Positioning. In Strategy and positioning WE EXCEL!

HOW TO STAND OUT AND BEAT YOUR COMPETITION? In today’s fast changing world, your business and brand needs innovative radical creative thinking in order to stand out and rise above the competition, significantly grow and stay ahead. Visually engaging interactive UX user experience branding and marketing, visually compelling social media brand content and digital viral video film brand marketing are the smart guaranteed ways to optimize your awareness and sales.

BLUE ORANGE ASIA CONSULTANTS AND SERVICES CLIENTS in the market sectors of New Product Innovation, New Product & New Brand Creation, New Product Development, New Apps, New Bio Technology, Consulting, Research Data & Analytics, Food, Beverages, Hi Tech, Tech Systems, SME, FMCG, Retail, Beauty, Skincare, Cosmetics, Hospitality, Hotels, Resorts, Pre Opening, ECO Living, Luxury Brands, Lifestyle and Leisure, Golf Clubs, , Healthcare & Wellness, Hospital, Medical, Sports & Fitness, Insurance, Consumer Shopper Retail, Business Development, IT, Mobile, Apps, Smart Phones, Mobile Devices, Wireless, Gaming, E Commerce, Electronic Consumer Goods, Oil & Gas, Computers, Recruitment, Software, Tourism, Travel, Fashion Apparel, Retail Banking, Automotive, Aviation, Engineering, Alternative Energy, Luxury Waterfront Marina Developments, Eco Green Building, Real Estate, Property & Villa Developments.

To Transform and Optimize your Sales, Now, with Better Ideas and Better Results.
CONTACT US NOW, WE'LL SHOW YOU HOW.

EMAIL US NOW FOR AN INFORMAL CONSULTATION
ideas@blueorangeasia.com | www.blueorangeasia.com

A FEW OF BLUE ORANGE ASIA'S SUCCESS HIGHLIGHTS INCLUDE
Launched Apple in ME | Branded Vietnam Tourism | Launched Hilton Maldives | Raised 300 million USD for ING Optimix Investments Singapore
Branded and Launched Banyan Resort Hua Hin | Produced Disney Asia Calendar | Launched Thai Airlines Royal Silk Class.

BLUE ORANGE ASIA’S TRADITIONAL AND DIGITAL ONLINE SERVICES INCLUDE;
New Brand Identity | New Product Identity, Creation, Development | Brand Positioning | Product Positioning | Market Positioning | Brand Strategy | Marketing Strategy | Advertising Strategy | New Brand Development | SME New Business Consultants | Brand, Product, Marketing Consultancy | Brand Equity, Engagement | CRM Consultants | Corporate Design | Graphic Design | Website Design | FMCG | Retail Consumer Branding | Luxury Branding | SKU Packaging Design | Branding Communications | Collaterals | Brand Manuals & Tool Kits.
Creative Advertising | Sales & Marketing Communications | PR Communications | Creative Direction | Copywriting | Art Direction | Photography.
TV Commercials | Creative Video Productions | Corporate Film Productions | Digital Video Productions | CGI Productions | CGA Animation Productions.
Interactive New Media | Digital Online Marketing | Viral Marketing | Social Media Marketing | Facebook Advertising | Instagram Advertising | SEO Search Engine Optimization | SEM Search Engine Marketing,

WE UNDERSTAND YOU NEED TARGETED CREATIVE brand marketing communications that delivers maximum sales & returns for your business and ultimately gives you the strategic competitive winning edge in the market!
IF YOU REALLY WANT TO GET YOUR BUSINESS, BRAND, OR PRODUCT SALES TRULY OPTIMIZED’ above and beyond your competition, you HAVE TO CHANGE YOUR THINKING, AND START WORKING ON A WHOLE NEW INSPIRING CREATIVE LEVEL.
CONTACT US NOW. WE’LL SHOW YOU HOW.

Blue Orange Brand Marketing Co ltd: Silom Road, Bangkok, Thailand. Tel: +66 2 231 8047
Contact us at. ideas@blueorangeasia.com | www.blueorangeasia.com
ideas@blueorangeuk.com | www.blueorangeuk.com


WHAT’S THE DIFFERENCE BETWEEN A BRANDING AGENCY AND AN ADVERTISING AGENCY
As the consumer landscape changes in South East Asia and consumer habits and the purchase decision making process evolves, it is imperative that brand owners understand where, when and how to spend their valuable and increasingly limited resources.
Historically advertising agencies defined and controlled a brand’s message and through which channels it was broadcast. They would then blitz consumers with intrusive advertising and messages. The goal was to reach as large and as broad a target audience as possible on those platforms with the most extensive penetration.
But in the social economy, consumers have little faith in such corporate driven messages broadcast across mass media channels to which they are paying less and less attention.
Today consumers spend their time in a variety of social networks or in niche online communities with likeminded people. And it is to these people they look to when seeking information on products and services.
So does this mean the end of advertising agencies and advertising? Definitely not, there is still a need for good advertising agencies that create good work but the process has changed and the advertising agency can no longer be given responsibility for building brands.
In the past, branding and advertising used to be elements of marketing. Today, marketing and advertising are now part of branding and it is the brand consultant you should look to if you want to build a brand.
So here is an outline of the difference between an advertising agency and a brand consultancy. Hopefully this will give you enough knowledge to make an informed decision on who should build your brand.
1) Branding is strategic and advertising is tactical. The most strategic actions you will get from an advertising agency will be a brief. The brief will define the proposition that the advertising must communicate and to which segments. But then what? And what about internally? How will you get personnel on brand? Does the delivery driver or sales assistant know what their role is in the delivery of the promise/s made?
A brand consultant will develop a brand plan or brand blueprint that will drive the brand strategy, both internally and externally. This holistic approach will address all key elements of the brand from the copy used in recruitment advertising to customer facing departments and their ability to represent the brand to point of sale and retention strategies and more.
The brand consultant will then work with you to determine the best resources to use to get the whole organisation on brand.
It is not possible to define a brand through an advertising brief but it is possible to define a brand through a brand plan or blueprint.
2) Advertising agencies do advertising. That’s what they are good at. In fact some of them are very good at it. Advertising uses creativity and a slick message (normally defined by the organisation) to get your attention.
And this is done via campaigns pushed out across TV, radio, billboards, websites and so on. The idea is that enough people will see the campaign and the message will hopefully resonate with as many people as possible. And of course the agency gets a commission for placing these ads with the channels.
If it doesn’t work you either get the agency to come up with another creative idea and go through the whole process again, get rid of the agency, hire another one and hope they can come up with a creative campaign that does resonate or you can go out of business.
And as consumers have lost faith in traditional marketing and now distrust the messages contained in such campaigns or simply miss them because of the clutter, it is increasingly difficult to build a brand using such a model.
So unless you have very, very deep pockets and can advertise consistently for long periods of time, this approach is simply going to waste valuable resources.
A brand consultant will carry out an audit of your business, industry, processes, systems, stakeholders and more and then determine the best way forward for you.
Solutions may require advertising but will also look to improve R&D, sales, production, supply chains, operations, customer relationships and retention strategies.
3) If you are looking to go with an advertising agency, your strategy is likely to be in the hands of a creative director and his team. If the agency is going through a difficult period and doesn’t have many staff when they win your business, the agency will attempt to employ talent with experience in your industry.
Unfortunately, if the talent isn’t available, perhaps because they are working for competitor agencies, you will end up with sub standard people working on your brand and your chances of success are reduced further.
Because branding is a strategic institutional initiative, not a marketing initiative and therefore must have the buy in of executive management, a brand consultant will insist on having C level involvement in the development of the brand which places your brand strategy where it should be, in the hands of executive management.
4) Advertising agencies are often deemed successful if they have won lots of awards for creativity not whether a campaign increases sales or profitability.
There aren’t many awards for brand consultants which is a good thing because this allows them to focus on increasing profitability, often through developing and strengthening relationships with stakeholders and customers.
5) Most advertising focuses on a series of tactical initiatives to acquire customers. A brand consultant will develop a strategy to acquire and retain customers.
6) Traditional marketing activities are enormously wasteful as much of the advertising targets irrelevant demographics or customers that cannot afford or are not interested in the product. A recent report in the Harvard Business Review quoted a UK study that reported 72% of CEOs are tired of being asked for money from marketing departments without an explanation of how it will increase business.
Furthermore, in the same survey, 77% of CEOs have had enough of talk about ‘brand equity’ that can’t be linked to any real equity. A brand consultant will ensure budgets are spent on the right strategies for the right segments with metrics for measurement.
7) An advertising agency uses a one size fits all series of tactical advertising campaigns that use mass marketing across mass media with only a nod to digital and below the line activities.
A brand consultant will look to collect and leverage specific data to develop targetted communications across digital channels to engage prospects, whilst carrying on conversations with existing customers.
8) An advertising agency will often look at what the competition is doing and try to position an offering based on competitor actions. This approach is flawed because successful organisations are nimble and by the time you have developed your position the competition’s strategy will have evolved.
A brand consultant will be aware of competitor activities and will use that knowledge to strengthen the firm’s competitive advantage but will not allow competitors to define strategy going forward.
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  • CEIO - Executive Creative Director
    Blue Orange Asia Brand Marketing — Thailand
  • Creative Director
    TBWA — Thailand
  • Creative Director
    JWT (J. Walter Thompson) — Singapore
  • Creative Director
    Grey Global Inc — Singapore
View Full Resume
HOW TO STAND OUT AND BEAT YOUR COMPETITION IN 2017? In today’s fast changing world your business needs innovative radical creative thinking in order to significantly grow and stay ahead. Original visually compelling content, UX, UI digital content, engaging films videos and strategic social media are the smart me… Read More
HOW TO STAND OUT AND BEAT YOUR COMPETITION IN 2017? In today’s fast changing world your business needs innovative radical creative thinking in order to significantly grow and stay ahead. Original visually compelling content, UX, UI digital content, engaging films videos and strategic social media are the smart media communication channels to use in 2017.

CREATIVITY, INNOVATION & STRATEGY is at the core of every business, brand’s ability to stand out and rise above the competition and succeed. Creativity, Innovation and Strategy is the difference between winning and losing, success and failure, 100 sales or 10. In Creativity, Innovation & Strategy, we EXCEL.

OUR VALUE PROPOSITION: Deliver Better Ideas and Better Results and Far Better Value for Money.
.
BLUE ORANGE ASIA MISSION is to Deliver Smart Strategic Advertising | Brand Marketing Solutions that:
1. Clearly Positions Products and Brands uniquely in the market.
2. Optimizes Brand Product awareness.
3. Maximizes Sales & ROI returns for the business or brand.
4. Delivering infinite value and ROI returns for the business and brand in the process.
We understand clients need targeted efficient effect digital UX marketing, advertising, PR media communication campaigns that highlight their unique selling points, add supreme value and benefits, as well as making them stand out from their competition to significantly grow their business and optimize sales.

BLUE ORANGE ASIA CLIENTS include; Grand Hyatt Erawan. Hilton Hotels Asia. Accor M Gallery Hotel Muse. Banyan Resort & Golf Cub. Audi Singapore. ING. Unilever. True Corporation.

“HOW TO CREATE A GREAT NEW BRAND UNIQUE SELLING POINT”
USP’s. Why they are so important to the branding/advertising industry. What do they mean ?
Unique Selling Propositions. Unique Selling Points. Or today in 2017 the phrase that is more relevant is a UEP, Unique Emotional Point.

There Are Different Definitions Of USP
Depending on what definition for USP you use, these will fit into different categories and some will cross definitions and some won't.

Rather than being precious about what I think is a Unique Selling Proposition and what I think is more of an advertising slogan, I thought I would just list the famous USPs, slogans etc and let you see which forms a basis for you to model and adapt.

Famous USP & Advertising Slogan Examples
"You get fresh, hot pizza delivered to your door in 30 minutes or less -- or it's free." Domino's Pizza

"When your package absolutely, positively has to get there overnight" Fedex
"The King of Pop" Michael Jackson
"The Greatest Show on Earth" Barnum and Bailey Circus
"The World's Favourite Airline" British Airways
"Lipsmackin' thirstquenchin' acetastin' motivatin' goodbuzzin' cooltalkin' highwalkin' fastlivin' evergivin' coolfizzin' Pepsi"
"It's the real thing" Coca-Cola
"Diamonds are forever ..." DeBeers
"The ultimate driving machine" BMW
"The best a man can get" Gillette
"We're Number Two. We Try Harder." Avis
"The milk chocolate melts in your mouth, not in your hand" M&Ms
"The sweet you can eat between meals without ruining your appetite" Milky Way
"You Too Can Have A Body Like Mine" Charles Atlas
"To our members, we're the fourth emergency service" Automobile Association
Reflections On These Classic USPs and Advertising Slogan Examples
You can see why the Domino's slogan which I believe is a superb Unique Selling Proposition is held up as a prime example. It is so specific - benefit (fresh), benefit (hot), product (pizza) delivered to your door (benefit) in 30 minutes or less (benefit) or it's free (guarantee).
It really is a complete statement which can be verified by the customer and doesn't resort to marketing hype - ultimate, best, greatest... and all the other words that sound great to a marketer and meaningless to a buyer
Interestingly the DeBeers' "Diamonds are forever.." was considered to be the best advertising slogan in the twentieth century by Advertising Age. It can't have hurt that there is also a James Bond film and book with the same name which adds even more glamour.

1. A good USP should be:
Only one sentence. Clearly written so that everyone can understand it.
Composed of benefits that are unique to your company or product. The Unique Selling Proposition (also Unique Selling Point) is the Marketing”marketing concept
Examples Some good current examples of products with a clear USP are:
1. “Head & Shoulders: “You get rid of dandruff”
2.”Olay: “You get younger-looking skin”
3. “loreal: “Because you are worth it”
4. “Set Wet: “Very very sexy”
5. “Red Bull: “You get stimulation of body and mind”
6. “Ronseal: “”exactly what it says on the tin
” BURGER KING = HAVE IT YOUR WAY
M&M: “Melts in your mouth, not in your hands.
” Federal Express created one of the most famous USPs of all times when it said: “When it absolutely, positively has to be there overnight
“You’re in good hands with Allstate”
• Avis – We Try Harder”
• “Federal Express: When it absolutely, positively has to be there overnight A very famous example comes from the automobile industry: when people hear “Volvo” they instantly identify it with “Safety”.
Some unique propositions that were pioneers when they were introduced:
Pizza”Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free.”
“FedEx: “Your package absolutely, positively has to get there overnight” “M&M’s: “The milk chocolate melts in your mouth, not in your hand”
“Wonder Bread: “It helps build strong bones 12 ways”
The meaning of the term proposition is extended by some analysts to include the meaning content of units within the clause.
Example: The tall, stately building fell is said to express propositions corresponding to the following:
• “The building is tall.”
• “The building is stately.”
• “The building fell.”
The Domino’s Pizza USP is a good example of a Unique Selling Proposition that does all of these things:
“Fresh hot pizza delivered to your door in thirty minutes or less, guaranteed”
Your USP is the unique thing that you can offer that your competitors can’t. It’s your “Competitive Edge”. It’s the reason that customers buy from you and you alone.
USPs have helped many companies succeed. And they can help you too when you’re marketing yourself (when seeking a promotion, finding a new job or just making sure you get the recognition you deserve.) If you don’t have a USP, you’re condemned to a struggle for survival – that way lies hard work and little reward.
In developing your marketing message, it’s very helpful to develop a Unique Selling Proposition, or USP. What is a USP? The USP very clearly answers the question, “Why should I do business with you instead of your competitors?”
The USP may be used repetitively in your marketing literature to build the customer’s or client’s identification of your company with your product or service. There are two major benefits in developing the USP.
First, it clearly differentiates your business in the eyes of your current and potential customers or clients. Second, it focuses your team on delivering the promise of the USP, helping to improve your internal performance. For example, who do you think of when you hear the phrase, “Fresh, hot pizza delivered in 30 minutes or less, guaranteed”? Dominos virtually took over the delivered pizza market with that USP. Notice Dominos didn’t even promise the pizza tasted good.
How do you think a Dominos delivery person would behave compared to a delivery person who works for a competitor without this USP? Do you think the team at Dominos made a considerable effort to develop systems to assure the USP was met?

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The Art of Positioning Your Brand and Product and Why You Can't Afford to Screw It Up

Many people have different interpretations about what brand positioning means. It's one of those concepts that is hard to pin down, yet at the same time is so important to the success of your brand. Positioning is at the heart o… Read More
The Art of Positioning Your Brand and Product and Why You Can't Afford to Screw It Up

Many people have different interpretations about what brand positioning means. It's one of those concepts that is hard to pin down, yet at the same time is so important to the success of your brand. Positioning is at the heart of your brand. It's essentially the summation of everything your brand is about.
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So let's break it down.

Positioning is built from what you know to be true about your customer. It takes the benefits you've outlined and makes them meaningful to customers. In its simplest of forms, positioning is the mental space you want to occupy in your customer's mind. It's the first thing you want your customer to think about when they hear your brand name.

In my column, "Connecting With Customers: How to Market to Their Emotions", I discuss how an emotional connection with your customer is the key to being a brand. But that emotional bond should be reflected in the positioning statement for the business. Positioning is more about emotions and less about the facts.

That's why marketers who think a claim about their product or service is a positioning statement, really miss the boat. The same goes for a description of your type of business. There's no emotion in that and it's emotions that differentiate a brand.

I remember when I opened my own agency several years ago. As a team we were working on how we wanted to position the agency, looking for the emotional benefit that we could offer to our clients. We finally landed on "We'll get you promoted" as our positioning. We never used it as a tagline, but more as a positioning statement for how we would serve up what we offered clients.

Many of our clients were mid-level marketing managers at Fortune 500 companies, working their way up the corporate ladder. The idea of helping them get promoted was engaging. Our work would get them results and they would be recognized for that. The fact that we were a brand promotion agency gave the positioning statement double meaning.

Once it's nailed, your brand's positioning becomes the basis for building the brand experience across the entire marketing plan. The key is to make sure the actual brand experience delivers on what was intended in the positioning.

In my agency at the time, we made sure we helped our clients showcase their work to get the recognition they needed in order to be put in line for promotion. We made a big deal when one of our clients got promoted by celebrating every success. It became part of our personality and part of the experience of working with us. This came directly out of our positioning statement: "We'll get you promoted."

Let's take a look at a few big brands and what they've done for positioning. As I mentioned, the tagline can often be a big hint:

BMW: "The ultimate driving machine."
State Farm: "Like a good neighbor, State Farm is there."
L'Oreal: "Because you're worth it."

Notice the level of emotion in each of these taglines, which essentially highlights each brand's positioning. Here's how I might translate those taglines into positioning statements:

BMW: Makes you feel powerful.
State Farm: Makes you feel secure and safe in times of need.
L'Oreal: Makes you feel valued and good about yourself.

These are obviously big blockbuster brands, but there's no reason why you couldn't do the same for your small business.

You need to dig deep into the emotional benefit that you offer your customer. Think about how you want your customer to feel about you, every time they think about you. Try to capture that in a brief statement that best describes what you can offer, and jot down a few options. Run them by your team and do a little brainstorming. It's a lot of fun and you'll be amazed at how quickly you start generating ideas.


Advertising and Marketing AMAZING FACTS.

The world of marketing and advertising is a fascinating one for outsiders and not only. You may have been working in an advertising agency for example and never have heard some of the most interesting facts in the history of brands. Below you will find ten facts you didn’t know about marketing and advertising.

1. The legendary Marlboro Man ads were first released in 1955 and they initially featured several masculine figures, including captains, gunsmiths, and athletes, but the image of the rugged cowboy proved to be the public’s favourite and thus the most marketable of them. However, the legend of the cowboy was later tainted by the death of no less than three men who appeared in the ad, all of whom passed away because of lung cancer. This is the reason for which the brand became to be referred to as the “Cowboy Killer”.

2. One of the most efficient techniques used by advertising agencies is called “affective condition”. This means placing the product next to other things in order for the consumers to feel positive about it. Thus, a detergent may be featured in juxtaposition with flowers, babies, or sunshine. By repeatedly seeing the brand associated with positive elements, the consumers are more likely to feel good about the detergent as well.

3. Studies have shown that women’s magazines are more prone to promote weight loss than men magazines do. In fact, more than 75% of women’s magazine covers feature at least one article related to changing one’s body through dieting or cosmetic surgery.

4. Working in an advertising agency may sometimes be similar to working in a salon. This is especially true with food advertisement, where food stylists may paint a chicken golden brown in order to make it look perfect and sew its skin to appear tight.

5. The child actors in ads intended for children are often older than the target audience. This contributes to the idea of offering kids role models and makes them wish to be like the kids they see in ads.

6. If you think that using sex in advertising to increase sales is a modern invention, you are in the wrong. Pictures of naked women actually appeared in tobacco ads released in the 1800s.

7. The first “event marketing” in history took place in 1984 and it had a lasting impact in the advertising industry. The event was the launch of the Apple Macintosh computer in 1984 during the Super Bowl and the promotion got almost the same coverage as the product itself.

8. Advertising is one of the few sectors that produce impressive amounts of money out of nothing and without actually producing something physical. Selling ideas is a concept that revolutionized the business industry in the 20th century.

9. The average American kid watches more 100 ads a day, which totals a whopping total of 40,000 per year.

10. The largest numbers of ads that can be seen on TV are for food and alcohol products.


The Art of Advertising Positioning Your Brand and Why You Can't Afford to Screw It Up.

Many people have different interpretations about what brand positioning means. It's one of those concepts that is hard to pin down, yet at the same time is so important to the success of your brand. Positioning is at the heart of your brand. It's essentially the summation of everything your brand is about.

So let's break it down.

Positioning is built from what you know to be true about your customer. It takes the benefits you've outlined and makes them meaningful to customers. In its simplest of forms, positioning is the mental space you want to occupy in your customer's mind. It's the first thing you want your customer to think about when they hear your brand name.

In my column, "Connecting With Customers: How to Market to Their Emotions", I discuss how an emotional connection with your customer is the key to being a brand. But that emotional bond should be reflected in the positioning statement for the business. Positioning is more about emotions and less about the facts.

That's why marketers who think a claim about their product or service is a positioning statement, really miss the boat. The same goes for a description of your type of business. There's no emotion in that and it's emotions that differentiate a brand.

I remember when I opened my own agency several years ago. As a team we were working on how we wanted to position the agency, looking for the emotional benefit that we could offer to our clients. We finally landed on "We'll get you promoted" as our positioning. We never used it as a tagline, but more as a positioning statement for how we would serve up what we offered clients.

Many of our clients were mid-level marketing managers at Fortune 500 companies, working their way up the corporate ladder. The idea of helping them get promoted was engaging. Our work would get them results and they would be recognized for that. The fact that we were a brand promotion agency gave the positioning statement double meaning.

Once it's nailed, your brand's positioning becomes the basis for building the brand experience across the entire marketing plan. The key is to make sure the actual brand experience delivers on what was intended in the positioning.

In my agency at the time, we made sure we helped our clients showcase their work to get the recognition they needed in order to be put in line for promotion. We made a big deal when one of our clients got promoted by celebrating every success. It became part of our personality and part of the experience of working with us. This came directly out of our positioning statement: "We'll get you promoted."

Let's take a look at a few big brands and what they've done for positioning. As I mentioned, the tagline can often be a big hint:

BMW: "The ultimate driving machine."
State Farm: "Like a good neighbor, State Farm is there."
L'Oreal: "Because you're worth it."

Notice the level of emotion in each of these taglines, which essentially highlights each brand's positioning. Here's how I might translate those taglines into positioning statements:

BMW: Makes you feel powerful.
State Farm: Makes you feel secure and safe in times of need.
L'Oreal: Makes you feel valued and good about yourself.

These are obviously big blockbuster brands, but there's no reason why you couldn't do the same for your small business.

You need to dig deep into the emotional benefit that you offer your customer. Think about how you want your customer to feel about you, every time they think about you. Try to capture that in a brief statement that best describes what you can offer, and jot down a few options. Run them by your team and do a little brainstorming. It's a lot of fun and you'll be amazed at how quickly you start generating ideas.

20 amazing facts about the history of advertising agencies

1) Advertising has existed as far back as 3000 BC!

2) 63% of consumers need to hear company claims 3-5 times before they actually believe it.

3) You’re more likely to survive a plane crash than click a banner ad.

4) The first newspaper ad was in 1650 to offer a reward for 12 stolen horses.

5) The first professional advertising agency was launched in 1841 in Philly.

6) Advertising first became an academic discipline in 1900 at Northwestern.

7) Unilever & JWT first partnered in 1902, creating the longest relationship in advertising history.

8) A baby formula brand was the first to sponsor a blimp (in 1902).

9) The first ad agency to launch a product was JWT on behalf of P&G in 1911, for their product Crisco.

10) The first radio ad spot was offered in 1922: $100 for ten minutes!

11) In 1929, Lucky Strike spent $12.3M on ads, the most in history to that point to promote just one product.

12) The first TV ad was for Bulova Clocks and reached 4000 TVs.

13) In 1946, the U.S. had 12 TV stations. By 2011, 1,700 TV stations .

14) Caller ID has been around to spot telemarketers since 1981.

15) In 1993, the entire internet had 5 million users – or 0.45% of Facebook’s current user base.

16) The first email spam was sent by Canter & Siegel law firm in 1994.

17) In 1998, the average consumer saw 3,000 marketing messages per day.

18) In 2009, the FTC instituted a series of regulations banning untruthful customer testimonials.

19) In 2011, there were over 1 trillion pages online. That’s 417 pages for every 1 person!

20) Google’s Eric Schmidt cites that “Every 2 days, we create as much information as we did from the dawn of civilization up until 2003.” Read Less
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