Kevin Lane Keller 'Brand Planning'

Summary

Kevin Lane Keller, a renowned expert in branding, discusses key principles for effective brand positioning. He highlights the importance of defining a competitive frame of reference and identifying both points of parity (areas of similarity with competitors) and points of difference (unique brand attributes). Keller emphasizes the need for points of difference to be desirable, deliverable, and differentiating. He also underscores the role of a brand mantra—an internal, concise statement that captures the brand's essence. Ultimately, Keller advocates for a strategic, creative approach to brand planning that balances both qualitative insights and quantitative analysis.

Takeaways

• 😀 Defining a competitive frame of reference is the first step in brand planning. It helps identify your target market and the competitors you're up against.
• 😀 Points of difference (POD) are strong, favorable, unique brand associations that distinguish your brand from competitors.
• 😀 Points of parity (POP) are where your brand meets or matches the competitor on important dimensions that customers consider.
• 😀 An effective positioning should be aspirational, but not too far removed from the current situation. It should reflect where your brand stands while aiming for future growth.
• 😀 A point of difference must be desirable from the customer’s perspective, deliverable by the company, and differentiating from competitors.
• 😀 Points of parity are just as important as points of difference because they help recognize vulnerabilities and tradeoffs in customers' minds.
• 😀 Understanding your competitors' points of difference can help you determine your own points of parity, allowing for strategic adjustments.
• 😀 The mantra is a concise, internal tool for brand planning, summarizing the essence of your brand in 3-5 words, focusing on key points of difference.
• 😀 The mantra serves as a guide for the entire organization, providing clarity on where the brand can and cannot go.
• 😀 The slogan is an external tool that communicates the brand’s identity to the consumer, while the mantra remains internal for strategic alignment.
• 😀 Great brands are built through systematic planning, creativity, and imagination. Both qualitative and quantitative tools are necessary for effective brand positioning and measurement.

Q & A

What is the importance of defining a competitive frame of reference in brand planning?

Defining a competitive frame of reference is crucial because it helps to identify the target market and set of competitors you are up against. It ensures that the brand's positioning is aligned with customer expectations and competitive realities.

What are points of parity and points of difference in brand positioning?

Points of difference are the unique, favorable brand associations that distinguish a brand from its competitors. Points of parity are aspects where a brand matches or is close to competitors, ensuring it is seen as comparable on certain attributes.

How do points of parity impact brand positioning?

Points of parity are essential because they help brands avoid vulnerabilities by ensuring they are not lacking in important attributes that customers expect. They ensure that the brand is seen as competitive on a basic level.

What is the significance of having both desirable and deliverable points of difference?

Points of difference must be desirable from a customer standpoint, deliverable from a company perspective, and differentiating from competitors. This balance ensures that the brand stands out while being realistic and achievable.

Why is it important to roleplay competitors when developing brand positioning?

Roleplaying competitors helps you understand their perspective and potential strategies. It allows you to recognize their points of parity and difference, which can guide you in refining your own brand's positioning to either strengthen your differentiation or address vulnerabilities.

What is the role of a brand mantra in brand planning?

A brand mantra is a concise phrase that captures the essence of the brand’s positioning, typically focusing on key points of difference. It provides internal guidance for the brand, ensuring alignment and clear direction across the organization.

How does the concept of a brand mantra differ from a slogan?

A brand mantra is internal and used to guide the organization, while a slogan is external, aimed at communicating the brand’s essence to the customer. The mantra reflects the core values and positioning, whereas the slogan is more about public communication.

What role does desirability play in a brand’s positioning?

Desirability refers to how appealing a brand’s differentiating features are from the customer’s perspective. It is essential for ensuring that the points of difference resonate emotionally and practically with the target audience.

How do brands balance aspiration and reality in positioning?

A good brand positioning should be aspirational but grounded in the brand’s current reality. It should reflect where the brand wants to go without straying too far from its present state, ensuring it remains credible and attainable.

What example does Kevin Keller use to illustrate points of parity and points of difference in action?

Kevin Keller uses the example of American Express and Visa to illustrate points of parity and difference. Visa emphasizes acceptance and convenience as its point of difference, while American Express might focus on status and image, aligning with points of parity where they overlap.