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That is a vital question!
The aim of each company is to occupy a distinctive place in consumer's minds in comparison to the competition, this is called positioning.
What is important when you want to create a successful positioning?
1. Your competitive frame of reference
2. Points of difference (PODs)
3. Points of parity (POPs)
4. Brand motto
The competitive frame of reference
It is basically the set of products that compete with your brand.
For toothpaste manufacturers, Aquafresh, Colgate and Signal, Fluocaril and Email Diamant (and so many others) compete with each other.
PODs
Points of difference are attributes that customers strongly associate with a brand and think not to find with another brand. For example, Volvo equals security while Mercedes Benz means quality and prestige, as for BMW, it is associated with style and exciting ride.
They are based on different criteria:
- Desirability (relevance, distinctiveness and believability)
- Deliverability (feasibility, communication and sustainability)
POPs
Points of parity are benefits associated with the brand that are not unique and can be shared with other brands.
Name | POD | POP |
Aquafresh | Permormant | Family-oriented Innovative |
Colgate | Fun | Innovative Polyvalent |
Email Diamant | Tradition Elegance | Whiteness specialist |
Fluocaril | Health | Oral B specialist in drug stores |
Signal | Philanthropist | Innovative Family-oriented Polyvalent |
Brand mottos
Brands often use mottoes to state their positioning in order to help customers to get right associated ideas with their brand. Hereafter, toothpaste brand mottoes:
Aquafresh: Amazing
Email Diamant: "La magie du blanc" (White magic)
Fluocaril: "Un sourire en pleine santé" (A healthy smile)
Colgate: World of care (but changes according to the toothpaste)
- Switch on the power of freshness: Fresh Confidence
- Packed to the max of freshness: Colgate Max Fresh
- Your best accessory is your smile: Colgate Max White
Signal: On a mission for better mouths
Email Diamant: "La magie du blanc" (White magic)
Fluocaril: "Un sourire en pleine santé" (A healthy smile)
Colgate: World of care (but changes according to the toothpaste)
- Switch on the power of freshness: Fresh Confidence
- Packed to the max of freshness: Colgate Max Fresh
- Your best accessory is your smile: Colgate Max White
Signal: On a mission for better mouths
The perception map helps brands to assess their positioning in comparison with competition.
Email Diamant is highly specialized in whiteness.
Fluocaril has a space for kids and is also considered being a drug stores specialist.
Aquafresh is deeply established on the family market with a special space dedicated to mums and children. It is also very innovative - Iso-active toothpaste is a proof of their expertise.
Signal is philanthropist and ethically involved (initiatives in developing countries) and is mainly designed for families.
As for Colgate, it is considered being polyvalent (Colgate Total), innovative (lots of products launched), and more fun than other brands. In fact, it remains scientific oriented for toothpastes such as Colgate Pro relief and Total, but plays on fun for Colgate Max Fresh or Max one. Here is an example of a Colgate fun ad starring Billy Crawford for Colgate Fresh Confidence.
The following ad plays on scientific demonstrations and the voice and the music are nearly the same as in the Aquafresh ad for Iso-Active toothpaste (you can watch it here).
Have a nice week-end
