Mental Real Estate

Mental Real Estate
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Positioning targets mental real estate.

It is the marketing technique that enables you to establish your product or brand in the mind of your public.

To do that, you have to find a niche, a place – an opening  in which to bolt down your brand.

When done correctly, sales soar like a new iPhone release.

L. Ron Hubbard lays out this principle in his article POSITIONING, PHILOSOPHIC THEORY:

“Positioning takes advantage of the fact that one can compare the thing he is trying to get the other person to understand with desirable or undesirable objects. Desirable objects are now more commonly used in advertising. Undesirable objects are more commonly used in propaganda. By comparing this unfamiliar thing or the thing he wants to sell to another desirable object or by comparing something he wants people to detest to an undesirable thing, he can achieve a rapid communication and comparison.”

Positioning enables one to make something that is unfamiliar familiar by tying it to something already in the mind of your public:

• The soldiers of “A” company narrowly escaped meeting the same fate as Custer at the Little Big Horn.

• She looks like a young Elizabeth Taylor.

• The new Ford Mustang is faster than a Corvette.

• He dances like Mikhail Baryshnikov.

These are simple examples, but you get the idea. The unfamiliar item is made instantly familiar by tying it to something already in the mind of the recipient.

You have probably done this yourself – or seen it done. Whether they call it that or not, politicians use positioning as second nature:

• He’s a Reagan Republican, a Kennedy Democrat.

These are all “off the top,” common examples. But the average person today is drowning in a tsunami of marketing messages and one has to be clever as a fox to get a message into the mind of the prospect.

Adding to these marketing challenges is the fact that recent surveys show the demographics of an audience effect their response to a positioning concept.

When high-income consumers (those with household income of $75K or more) were surveyed about top luxury brands, the age of the respondents affected the outcome of specific brand association.


bruce


(Chart courtesy of www.marketingcharts.com)

While there is clear crossover among the age groups of some brands, important differences are revealed.

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For example, neither Millennials or Gen Xers list Cadillac in their top ten choices. One presumes the marketing people at Cadillac know this, which is likely why they have created ads trying to position with the younger demographic.

Rolex makes all three lists as does Rolls Royce, Coach, Mercedes Benz and Chanel.

Gucci is the number one luxury brand for Millennials, but non-existent for Gen Xers.

All of which is vital information for the Marketing Directors of these world-class brands. It shows where they are strong and where they are weak and where to focus their marketing budgets.

For example, neither Millennials or Gen Xers list Cadillac in their top ten choices. One presumes the marketing people at Cadillac know this, which is likely why they have created ads trying to position with the younger demographic.

Rolex makes all three lists as does Rolls Royce, Coach, Mercedes Benz and Chanel.

Gucci is the number one luxury brand for Millennials, but non-existent for Gen Xers.

All of which is vital information for the Marketing Directors of these world-class brands. It shows where they are strong and where they are weak and where to focus their marketing budgets.

But if you’re brand doesn’t have the positioning power of Mercedes or Rolex, you have a positioning problem: with the modern marketing assault on the average consumer, how do you create a place in the mind of your public for your brand?

The answer still lies in the field of positioning.

Once you grasp this, you are well on your way to product success by using the power of positioning to leverage the power of your product in the marketplace.

o0o

Bruce Wiseman


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