I’ve read a few articles recently discussing whether or not brand positioning is dead in the 21^st century. The question being posed is how much control a company has to truly position their company where they want to in the consumers mind. The thought is that marketing departments and brand managers no longer have control over the messaging and experience a consumer has with a brand. At the end of the day, the consumer will form their own perception of what the brand stands for.

I disagree. While consumers will form their own perception, how they form it sits squarely in the experience they have with the brand.

Ultimately, brand positioning and branding in general is more important now than ever. With so much noise to sift through consumers are craving brands that can deliver on their promise.  Authenticity is the name of the game in the 21^st century, and if your brand doesn’t deliver an authentic experience than you’re going to have a tough go.

Facebook, Twitter, blogs, texting . . . word of mouth can now take many more forms than just talking to a friend over a cup of coffee. Those who encounter an authentic brand will share it with friends and unlike the past, that sharing can spread like wildfire and reinforce the brand’s reputation. Look at how quickly Apple has been forgiven for the antennae issue. Over and over again Apple has delivered on their brand promise, and while the media might be looking for a chink in the armor, an explanation and a solution set everything back in order (if you haven’t watched Steve Jobs press conference on the issue, you can watch a summarized version on YouTube here: http://www.youtube.com/watch?v=2ZctdV9dZyE).

But it all comes back to that initial experience, that initial perception of what the brand stands for. While we don’t have complete control over what the consumer will take away in their minds, it is our duty as marketers and brand managers to tell the story the right way, the first time. Then, and only then, do we have a chance at accurately reflecting a brands true identity to customers.

For more reading, check out these two posts on the Puget Sound American Marketing Association blog by Don Morgan:

Is Brand Positioning Dead in the 21^st Century?

Are You Living Your Brand Strategy?

Additionally, for a quick story on how brand positioning / advertising that isn’t authentic can negatively impact your brand, check out a quick post by Kevin Coupe from The Morning News Beat (an excellent blog on all things retail related). The post is about how his initial positive perception of a new restaurant changed to a negative perception after hearing more about it via word of mouth. The initial branding worked, but because it was not authentic the new restaurant kept Kevin from ever becoming a customer. 

 http://www.morningnewsbeat.com/News/News_Article_Detail_S.las?A=34256&Date=2010-07-26

Tags: authenticity, branding, Marketing

Posted in Business Marketing
1 Comment Posted by Brian Vertrees