White paper: purposeful positioneren

White paper: purposeful positioneren

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‘State of the art-visies van Nederlandse professionals’ staat op de voorkant van deze Whitepaper. Je zou het als de merkbelofte kunnen beschouwen. Een visie impliceert een kijk op de toekomst. Bij branding kan deze kijk nogal uiteenlopen. Dit artikel gaat over één ding: purposeful positioneren, stomach de merkmissie of merkaliteit als het antwoord op de veranderende rol van het merk in relatie tot het veranderende maatschappelijke landschap waar marketing en op haar beurt marketingcommunicatie deel van uitmaken.


Tegelijkertijd kan een kijk op de toekomst te ver afliggen van het nu (een soort van te-vergezicht). En als iedere rechtgeaarde schrijver wil ook ik graag iets schrijven waar u als lezer iets aan heeft. Gelukkig komen steeds meer organisaties er goed- dan wel kwaadschiks achter wat ze eigenlijk een klein beetje vergeten waren: dat zij hun bestaansrecht ontlenen aan hun klanten en gebruikers. En misschien wel aan de maatschappij als geheel. En dat dit in beide gevallen echte mensen zijn die je niet schaamteloos kunt exploiteren. Zij vinden zichzelf als het ware opnieuw uit. Of misschien is het eerlijker om te zeggen: met zijn allen vinden wij onszelf opnieuw uit.


Wezenskenmerken van merken en merkidentiteiten


De oplettende lezer merkt op dat in het voorgaande al een aantal wezenskenmerken van merken en merkidentiteiten verborgen zit. Om te beginnen is dat relevantie, ambulance het eerste inhoudelijke criterium voor een sterke merkidentiteit en nu vanwege de overload aan informatie, ed mediamogelijkheden en het aanbod van producten, belangrijker dan ooit. Het tweede is dat marketing als concept en vakgebied levender is dan ooit. Het inspelen op al dan niet latent aanwezige basis- en dieperliggende behoeften van mensen, als in afnemers c.q. gebruikers, komt immers opnieuw centraal te staan bij organisaties.


Het derde is het zo essentiële en tevens moeilijke ‘strategie = kiezen’. Het vierde is het belang van de belofte van een merk (ook bij een boek), en geloofwaardigheid als criterium voor een sterke merkidentiteit. Het vijfde zit verborgen in het citaat onder de titel, dat over merkpersoonlijkheid gaat. Bij Procter & Gamble heb ik geleerd om zakelijk schrijven tegengesteld te behandelen aan het denken. Ofwel, eerst de conclusies, daarna de onderliggende bevindingen. Laten we dus beginnen met de conclusie: organisaties moeten een merkmissie als het kloppende hart van de merkidentiteit nemen.


Daar waar de eerste vier componenten over de inhoud van het merk en de merkcommunicatie gaan, gaat de vijfde, de merkpersoonlijkheid, over de vorm waarin dit gebeurt. Voor ieder van deze componenten geldt in sterke mate steeds ‘strategie = kiezen’. Met een knipoog en een verwijzing naar merkidentiteitsmodellen als Bull’s Eye, Brand Key en Brand Guide, noem ik de variant met deze vijf elementen de BrandGuy. In het marketingcommunicatiestudieboek dat ik samen met Gert Koot schrijf en dat eind 2012 uitkomt, staan wij uitgebreid stil staan bij alle componenten en hóe je de merkidentiteit en- positionering aan de hand van een merkidentiteitsmodel vaststelt. Het moge duidelijk zijn dat dit niet alleen inside-out noch alleen outside-in dient te gebeuren, maar zowel inside-out als outside-in. Het gaat juist om de synthese tussen deze twee. In het vervolg van deze paragraaf ga ik verder niet in op de overige componenten (ook omdat andere bijdragen in dit boek daar al aandacht aan schenken), maar concentreer ik me op de merkmissie als het hart van de merkidentiteit.


Bron: Andy Mosmans, ARA.



LEES HIER HET VOLLEDIGE WHITE PAPER 


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Een weblog over actuele, nuttige, leerzame en leuke wetenswaardigheden over merken- en marketingzaken! Samen met onze enthousiaste bloggers brengen wij "harde" informatie over marketingmodellen en zachte onderwerpen als ‘weetjes’, opinies, columns en merkfeiten.




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