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Positioning – This is defined as "what the
product does" and "what it's for." Examples include Dove, which was positioned as toilet bar
for women with dry skin, and Saab, which was orginally positioned as the car for winter driving.
Brand image – You now have to decide what 'image' you want for
your brand. Image means personality. The personality of a product ia an amalgam of many things –
its name, its packaging, its price, the style of its advertising and, above all, the product
itself.
What's the big idea? – It may take a big idea to attract the
attention of buyers and get them to buy your product or service.
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Make the product the hero – Even if you're writing about a
parity product (or service), you can explain its virtues more persuasively than your competitors,
and to differentiate them by the style of your advertising.
The 'positively good' – If the potential buyer feels that
your product or service if good and feels uncertain about the your competitor's, he will likely
buy yours.
Repeat your winners – If your advertising is successful, repeat
it until it stops selling. Scores of good ads have been discarded before they lost their potency.
Be ambitious – Set out to create the best advertising possible.
As one advertising executive said, "When you reach for the stars, you may not quite get one, but
you won't come up with a handful of mud either."
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