One of the strongest positioning any brand can achieve goes beyond product features or the great after-sale service. Building a differentiation strategy on emotional benefits removes the pressure for continuous product innovation which for most companies is hard to achieve and, more importantly, constantly deliver.
“Positioning is powerful.”
People buy emotionally and justify their decisions rationally. Emotions are part of who we are as human beings: we want to feel confident, comfortable, safe, appreciated by others, regarded as smart or good looking,or successful. All these are perfect ingredients for a strong positioning strategy based on emotional benefits.
Moving the focus from the brand’s functional features to the intangible ones should be the goal of every Brand Manager. This type of brand positioning offers the opportunity for a more flexible and creative Marketing communication strategy.
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