What is Positioning?(Part 2): How To Get Into Consumer’s Mind By Being First? (Series 4)

Step1: What is Positioning? (Part 2): Importance of Being first

Step 2: Cartoon: What is Positioning ? (Part 2): How To Get Into The Consumer’s Mind By Being First?

Did I miss something? Got ideas what more I could explain? Any suggestions, comments or questions? Let me know in the comments below at the end of the page!

I would love to hear from you. I read every single comment!

Reference book: At this stage, I recommend you to read following book(s).

Yes, you can always ask questions from following books too. The list will keep on increasing with more upcoming posts.

(The more you read, the more you’re capable of generating ideas)

Script:

Kimberly: Yet, some people call this concept, Product Positioning

Eric: That’s a mistake. It changes the overall objective of Positioning. Product Positioning means, you are making changes in product itself. For example, Product Positioning means, changing the liquid of Coca Cola, Yet, we’ve learnt that Positioning deals with perception, not product. (The correct word is Positioning or Brand Positioning)

Yet, we’ve learnt that Positioning with perception, not product. All that matters is to get in to the mind of consumer and then hang in there!

Kimberly: Yeah, how to get in to mind of that bloody consumer?

Eric: By being first!

 

Open Me (to read complete script)

Kimberly: Oh by being first, I have launched so many brands by being first.

Eric: Where did you launch these brands?

Kimberly: That’s stupid question! Of course in different marketplaces, shopping centers, outlets, cities and states.

Eric: Listen!

Kimberly: I bought many shelf spaces too! I gave kickbacks and trade discounts to retailers!

Eric: Stop it!

Kimberly: Ok Zip!

Eric: How many brands you launched are still successful?

Kimberly: Some are successful, some are not.

Eric: And you know why?

Kimberly: No! Do you?

Eric: Yes, because you launched the brands in marketplace?

Kimberly: Haha funny! So, where I supposed to launch the brand? At your home?

Eric: Shut up!

Kimberly: Okay

Eric: There are two different ways, launching a brand in the marketplace, and launching the brand in the consumer’s mind.

Eric: When you launched your brands in the marketplace by being first, that’s mean you’re being first to the marketplace, not to the consumer’s mind.

Kimberly: What’s the catch?

Eric: If you want to get into consumer’s mind, you have to launch the brand in the mind of consumer, by being first. And, not by being first to the marketplace, outlets, or shopping centers.

Kimberly: Huh, why do you say that?

Eric: Why? Let’s discuss the importance of being first in the mind. Remember! The first event, person, or thing in your life, to occupy in your mind, is hard to forget.

Take the day, when you learn to ride bike, in your childhood; can you forget your successful first ride of bike?

Kimberly: Oh! That scene is so vivid in my mind! I can never forget that time!

Eric: And, Can you remember the second time, when you ride your bike?

Kimberly: (thinking)

How could I? There are so many memories, I have related to bike. I’m not sure which one was my second time.

Eric: Don’t worry! Nobody remembers!

Ok, try this question, who was the first person to walk on the moon?

Kimberly: Huh, everyone knows him! His name was, Neil Armstrong!

Eric: Good, now who was the second person to walk on the moon?

Kimberly: (thinking)

Who knows?

Eric: Yes, the second one is nowhere! Who cares about the second one anyway?

Let me ask last question, to clarify the importance of being first in the mind.

Remember the day, when someone walked in to your life? What a sweet and beautiful moment it was?

Eric: Who was the first person you fell in love with?

Kimberly: Leave it. I don’t want to remember that moment!

Eric: I can understand. Same goes to the mind of consumer. That’s the right time to get into it. When consumer is not deeply in love with some other brand.

Here’s the lesson, in any category, when there is no brand in the mind of consumer. That’s the right time to get in to the mind, and make your brand a leader.

For example, that’s what Red Bull did. There was no brand in the energy drink. Red Bull created energy drink category by being first to the mind of consumer. Today, it’s a leading brand.

Kimberly: So, that’s the way to get in to the mind of consumer?

Eric: Yes, by creating a new category to get into the mind first. Yet, some marketers think the opposite. They want to get into consumer’s mind, by creating the brand, not category.

Kimberly: But consumer recognize our product through brand, not category

Eric: You see, that’s why we previously learned, marketing is NOT a commonsense. Let’s discuss why category comes first and brand second in the next meeting.

 

Summary:

1. To become a market leader, get into the mind of consumer by being first. Then, getting into marketplace is easier.

2. The first brand to the category is unforgettable & dominates in the long run.

3. Develop a category & then dominate that category with a new brand.

 

Subscribe now to www.KamilAli.com to get all episodes.

Positioning Getting in to Mind

 

Did I miss something? Got ideas what more I could explain? Any suggestions, comments or questions? Let me know in the comments below! I would love to hear from you.

I read every single comment!

Comments

comments

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  • http://www.facebook.com/people/Frances-Schagen/569242304 Frances Schagen

    I love this lesson and I love that you are showing us how to do it by being first yourself.

    • http://www.kamilali.com/ Kamil Ali

      Thanks @facebook-569242304:disqus for the kind words. By the way you didn’t reply to the last question. Hehehehe

  • http://twitter.com/Manny_mz Muneeb Umer

    love love.. who wanna know da 1st person you fell in luv:) VERY NICE IDEA TO MAKE UNDERSTAND how to get into mind of consumer. thank you@kamil_ali:twitter 

  • http://twitter.com/Manny_mz Muneeb Umer

    love love.. who wanna know da 1st person you fell in luv:) VERY NICE IDEA TO MAKE UNDERSTAND how to get into mind of consumer. thank you@kamil_ali:twitter 

  • http://twitter.com/Manny_mz Muneeb Umer

    love love.. who wanna know da 1st person you fell in luv:) VERY NICE IDEA TO MAKE UNDERSTAND how to get into mind of consumer. thank you@kamil_ali:twitter 

    • http://www.kamilali.com/ Kamil Ali

      Guess what? I just received Al Ries email again for appreciation of this video:)
      Thanks for loving the cartoon video @twitter-100686389:disqus . 

  • Elena_guzun

    Great  job, Kamil! Congratulations!!! Hope entrepreneurs will have the opportunity to access your blog and learn from it. Moreover, take it as a recommendation to give a full definition of the category……

    • http://www.kamilali.com/ Kamil Ali

      The next cartoon will be for importance of category, not brands. Let me see how that answer to your question. Thanks for your comment Elena:)