[MUSIC].
So in this section I want to finish with the, where we
talked about STP, we talked about
segmentation, we talked about targeting and now
I want to talk about about positioning that's the key, but in thinking
about positioning I really want you to think about what is a brand?
Because one of the most important aspects of a brand, is brand positioning.
It's also the positioning in the STP framework, but
it's really the essence of the brand, the brand positioning.
So, let's start with what is a brand,
and then we'll get into this notion of positioning.
But, just to anticipate where I'm going, positioning is positioning
your product to meet the needs of the target segment.
That's the basic definition.
But, one of the ways I'm, I'm going to focus on
is a way to do that is to brand that positioning.
And so I really want to get to this notion of what is a brand.
Formally a brand is just a trademark.
If you have a brand you want to
legally protect your brand and trademark it.
and that's if you talk to lawyers about
a brand they'll talk about it as a trademark.
But we as marketers know that a brand is way more than just a tren, trademark.
People have in the past talked about brands as a relationship or a contract.
A promise of the company of certain specific benefits to the customer.
So some kind of brand relationship, or branded relationship.
and so it's much more than just a trademark, it's a promise, it's
consistency, it's benefits, it's, it's what you come to expect from a brand.
and that's been the traditional definition of what a brand is.
In today's world, a brand is a little bit bigger than that.
Because, we mentioned before, this is a connected
community, and customers are talking to other customers.
Really, what a brand is, and the
real definition of a brand. Is whatever the customer thinks it is.
That's what the brand is.
What sits in your customer's heads, regardless of what you
try to put there, is what your brand actually is.
So if, if you have a very strong branded message and it's something
like Disney which is a very strong brand name and a very clear positioning.
Then hopefully what Disney thinks their
brand is, is what the customers think it is.
But if your message is not so clear and you want your
brand to mean something, but what the customers think is something different.
Guess who wins. It's the customers.
That's what your brand is, what sits in the customers head.
And so a lot of what marketing is and understanding about brands is
to do market research to understand how customers do think about your brand.