marketing branding and advertising

What is the Frame of Reference in branding?

The field you're competing against, such as comparing Burberry to Gucci or Prada.

What are Points of Parity?

The basics a brand must have to be taken seriously, like high price points and quality craftsmanship.

What defines Points of Difference?

What makes a brand unique, such as Burberry's British heritage and iconic trench coat.

What is a Value Proposition?

The promise communicated to consumers that makes them choose a brand over others.

What do Positioning Maps illustrate?

A visual representation of where a brand sits compared to competitors based on selected variables.

What led to Burberry's downfall?

Over-licensing of the iconic nova check, leading to reduced exclusivity and increased counterfeits.

What is the significance of a brand's Resonating Focus?

It highlights what truly matters to consumers and how the brand delivers it best.

What is New Balance's Frame of Reference?

Functional athletic shoes.

What are New Balance's Points of Difference?

Unpretentious design and comfort-first approach.

What is the Value Proposition of New Balance?

Shoes that work hard without focusing too much on appearance.

What criteria should be satisfied in advertising?

Can I visualize it? Can I falsify it? Is it unique to the brand?

What is Common Knowledge in a social context?

Facts that everyone knows, and everyone knows that everyone else knows.

What is an example of Shared Knowledge?

Students feeling uneasy about drinking but not speaking up due to assumptions about others' feelings.

What is the impact of Super Bowl Advertising?

It creates a shared experience where everyone knows others are watching.

How did New Balance adapt to changing demographics?

By maintaining its original design ethos, it attracted both dads and supermodels.

What does the phrase 'Worn by Supermodels in London and Dads in Ohio' signify?

The broad appeal and versatility of New Balance shoes.

What is the role of concreteness in advertising?

More concrete imagery captivates consumers and aids visualization.

How can a brand be the 'odd one out' in advertising?

By presenting unique and confident messaging that stands apart from competitors.

What does reading The Economist signal about a person?

It suggests that the reader is smart.