Messaging & Positioning: Learn from the Pros
You didn't think these just sold themselves did you?
Tag line: “One Size fits all”
Messaging Statement: With 120GB of storage, iPod classic is the take-everything-everywhere iPod.*
*Please note bolding, italics, and underlined were used to link portions of the messaging statement to supporting pillars.
Pillars
- Capacity
- Classic Beauty
- iTunes store to fill it
Proof Points (Product characteristics)
|
Capacity |
Classic Beauty |
iTunes Store |
| 30,000 Songs | Sleek | Organized multimedia & jukebox |
| 150 hours of video | Eye catching | Podcasts & audio books |
| 25,000 Photos | Quintessential Silver or striking Black | Video & Movies |
Branding I’ve been told is like a promise, and the product is executing on that promise. If your messaging doesn’t align with the product you will erode your customer good will and likely not be successful. The iPod example is perfect because the messaging for the classic has remained mainly untouched the entire time it’s been in existence.
Take-aways: Does the messaging (promise) match the product? Do the pillars support the promise? Do the proof points provide solid support to the pillars?
You call this “appreciation”? Your sarcasm is only thinly veiled guy.
Are you kidding this is probably the most successful brand identity excercise I’ve seen.
They were selling this product for 5 years with the same messaging the whole time.
This is not sarcasm. Its solid branding.
Let me clarify:
“Does the messaging (promise) match the product? Do the pillars support the promise? Do the proof points provide solid support to the pillar”
That sounds like sarcasm. The information provided does not link the specific points of their product pitch to sales figures. You simply provide some product information, and then ask these questions. Can you see how it could be interpreted as sarcasm.
If you want to show brand success, give us some quantifiable data. Show us the number of times and ways this product was exposed to the public compared to the number of units that were sold. How many were returned because of defective batteries? What percentage of the market share do they have now, compared to years previous and how does the introduction of new products (such as Zune) affect that market?
We have anecdotal evidence that the iPod is a branding success; however, I’ve never really found data to support that “feeling”. As the post stands now, Apple’s position is not clear, and we cannot see how these elements interact with each other. I could simply counter that Zune is a more successful brand because I like it (and my opinion is more important then everyone else).
Make the case for solid branding if that is what you feel.
Please and thank you – Mike