A bright personality is the brand's hero
Posted: Thu Jan 30, 2025 4:53 am
There are countless options for who could be such a “hero”. The identity of a fashion brand is often built around its founder (Gucci, Armani, Versace, etc.). Another example of the inseparable connection between a company and its creator is Apple and Steve Jobs.
Modern brands constantly invite media personalities to participate in their advertising campaigns. For example, the hero of Euroset commercials for a long time was its creative director Ivan Okhlobystin.
A popular singer or actress often becomes the face of a cosmetics company or clothing brand. In some strategies, the role of the brand's hero is played by a fictional character who is given a recognizable personality (for example, talking M&M's).
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Positioning or differentiation
Positioning refers to the place a company occupies in the market and in the public consciousness. This term is close to authenticity, but secondary to it. For example, the authenticity of the Dior trademark is that it is a French brand with a long history, associated with the name of Christian Dior.
As for the positioning of this same brand, it belongs to the luxury segment and is associated with femininity and luxury.
In some cases, positioning and authenticity coincide. This situation may arise when promoting new organizations that offer something innovative that is not yet on the market. In such cases, the basis for positioning is precisely the unique combination of product characteristics, its individuality.
Positioning
To maintain their positions, even successful brands have to constantly work on positioning. For example, the deodorant manufacturer Old Spice was played a cruel joke by its long history. At some point, young people began to perceive this fragrance as an attribute of older people, and its popularity fell.
The company owners decided not to change the name: it would have been a mistake, since the new product would have had to win back the trust of consumers. But the marketers developed an excellent advertising campaign, which had a noticeable impact on the brand's positioning.
Now the commercials with actor Isaiah Mustafa are known all over the world. The shocking advertising with a bit of irony appealed to the young audience: now Old Spice is a fragrance that helps to attract the attention of women.
Modern brands constantly invite media personalities to participate in their advertising campaigns. For example, the hero of Euroset commercials for a long time was its creative director Ivan Okhlobystin.
A popular singer or actress often becomes the face of a cosmetics company or clothing brand. In some strategies, the role of the brand's hero is played by a fictional character who is given a recognizable personality (for example, talking M&M's).
Read also!
"Customer Attraction Channels: How to cambodia email list Make the River of Income Truly Full-flowing"
Read more
Positioning or differentiation
Positioning refers to the place a company occupies in the market and in the public consciousness. This term is close to authenticity, but secondary to it. For example, the authenticity of the Dior trademark is that it is a French brand with a long history, associated with the name of Christian Dior.
As for the positioning of this same brand, it belongs to the luxury segment and is associated with femininity and luxury.
In some cases, positioning and authenticity coincide. This situation may arise when promoting new organizations that offer something innovative that is not yet on the market. In such cases, the basis for positioning is precisely the unique combination of product characteristics, its individuality.
Positioning
To maintain their positions, even successful brands have to constantly work on positioning. For example, the deodorant manufacturer Old Spice was played a cruel joke by its long history. At some point, young people began to perceive this fragrance as an attribute of older people, and its popularity fell.
The company owners decided not to change the name: it would have been a mistake, since the new product would have had to win back the trust of consumers. But the marketers developed an excellent advertising campaign, which had a noticeable impact on the brand's positioning.
Now the commercials with actor Isaiah Mustafa are known all over the world. The shocking advertising with a bit of irony appealed to the young audience: now Old Spice is a fragrance that helps to attract the attention of women.