Posts Tagged ‘brand positioning statement’

Articles

Pine-Sol by Clorox

In Observations & Insights,Products on February 19, 2011 by BrandAndPackageTheProduct Tagged: , , ,

Target: For people who need a multi-surface cleaner.

Key Benefit: From the kitchen to the bathroom, Pine-Sol Multi-Surface Cleaner is safe on wood and cleans most surfaces.

Reason to Believe: Pine-Sol Multi-Surface Cleaner cuts grease and grime, deodorizes, and leaves your surfaces with a shine.

Brand Positioning Statement:

For people who need a multi-surface cleaner, from the kitchen to the bathroom, Pine-Sol Multi-Surface Cleaner is safe on wood and cleans most surfaces. That’s because Pine-Sol Multi-Surface Cleaner cuts grease and grime, deodorizes, and leaves your surfaces with a shine.

Personal notes: 1) I have to say that this particular product had a VERY commanding shelf presence in the stores I saw it in. There were other brands and competitors hanging about it but this one was stacked from floor to ceiling dominating each shelf. Pretty impressive power Clorox! Good job! 2) I derived this brand position from examining the package that I bought at the store.

I appreciate comments from anyone and everyone, especially if you’ve worked on this brand before! :)

Articles

Fabuloso by Colgate-Palmolive

In Observations & Insights,Products on February 19, 2011 by BrandAndPackageTheProduct Tagged: , , ,

Target: For people who need a multi-purpose cleaner.

Key Benefit: Fabuloso leaves a long-lasting, fresh scent, no residue and no need to rinse and is safe and easy to use.

Reason to Believe: Fabuloso has a child-safety cap and an easy grip bottle.

Brand Positioning Statement:

For people who need a multi-purpose cleaner, Fabuloso leaves a long-lasting, fresh scent, no residue and no need to rinse and is safe and easy to use. That’s because Fabuloso has a child-safety cap and an easy grip bottle.

Personal notes: 1) I never knew this brand existed up until 2002 when I was in Fray Bentos, Uruguay and in need of a cleaning solution for our floor. I found it and didn’t think much of it since the brand name is actually a word in Spanish meaning… you guessed it… Fabulous. Years later I was back in the U.S. and saw it again on a shelf in the store and thought, “Wow, they got it all the way into the U.S. (This all happened, of course, before I became so interested in brands.) It wasn’t until recently that I learned that this was a brand owned by the one and only Colgate-Palmolive. I know that this may sound like a boring story to others but for me it was really quite fun to learn about a brand that I first saw on another continent! 2) I derived this brand position from examining the package that I bought at the store.

I appreciate comments from anyone and everyone, especially if you’ve worked on this brand before! :)

Articles

Pace Chunky Salsa by Campbell’s

In Products on February 16, 2011 by BrandAndPackageTheProduct Tagged: , , , ,

Target: For people who eat salsa.

Key Benefit: Pace Chunky Salsa is the all natural salsa that delivers consistent crisp texture with just the right amount of kick.

Reason to Believe: Pace Chunky Salsa uses the finest ingredients, like our specially bred, hand-picked jalapeños.

Brand Positioning Statement:

For people who eat salsa, Pace Chunky Salsa is the all natural salsa that delivers consistent crisp texture with just the right amount of kick. That’s because Pace Chunky Salsa uses the finest ingredients, like our specially bred, hand-picked jalapeños.

Personal notes: 1) I derived this brand position from examining the package that I bought at the store.

I appreciate comments from anyone and everyone, especially if you’ve worked on this brand before! :)

Articles

Tostitos Chunky Salsa by Frito-Lay (PepsiCo)

In Observations & Insights,Products on February 16, 2011 by BrandAndPackageTheProduct Tagged: , , , , , , , ,

Target: For salsa lovers.

Key Benefit: Tostitos Chunky Salsa is all natural.

Reason to Believe: Tostitos Chunky Salsa is made with chunks of real vegetables.

Brand Positioning Statement:

For salsa lovers, Tostitos Chunky Salsa is all natural. That’s because Tostitos Chunky Salsa is made with chunks of real vegetables.

Personal notes: I think this brand’s shelf strategy is fascinating. Tostitos has chosen NOT to put their salsa next to all the other salsa brands but rather put it on the chip aisle. In fact, they are the only salsa on the chip aisle. This is brilliant! Talk about putting your product right where it’s likely to INFLUENCE a purchase! They also use special shelf displays which, I imagine, they provided the stores with. It’s not always the same display in every store but it is always differentiating. Pretty cool Tostitos! Good job Frito-Lay!

I appreciate comments from anyone and everyone, especially if you’ve worked on this brand before! :)

Articles

Progresso by General Mills

In Products on February 8, 2011 by BrandAndPackageTheProduct Tagged: , , , ,

Target: For people who want delicious microwavable soups but without hurting their diet.

Key Benefit: Progresso Light Italian-Style Vegetable by General Mills is the healthy and delicious soup of choice.

Reason to Believe: Progresso Light Italian-Style Vegetable is full of Italian-style vegetables, has only 60 calories per serving and has 0 Weight Watchers Points.

Brand Positioning Statement:

For people who want delicious microwavable soups but without hurting their diet, Progresso Light Italian-Style Vegetable by General Mills is the healthy and delicious soup of choice. That’s because Progresso Light Italian-Style Vegetable is full of Italian-style vegetables, has only 60 calories per serving and has 0 Weight Watchers Points.

I appreciate comments from anyone and everyone, especially if you’ve worked on this brand before! :)

Articles

Chunky Healthy Request by Campbell’s

In Products on February 8, 2011 by BrandAndPackageTheProduct Tagged: , , , ,

Target: For people who want a microwavable soup that is also healthy and good for the heart.

Key Benefit: Chunky Healthy Request by Campbell’s is the soup that combines great taste with heart-healthy ingredients.

Reason to Believe: Chunky Healthy Request by Campbell’s is approved by the American Heart Association for being low in fat and cholesterol but is packed with those chunky soup ingredients you know and love.

Brand Positioning Statement:

For people who want a microwavable soup that is also healthy and good for the heart, Chunky Healthy Request by Campbell’s is the soup that combines great taste with heart-healthy ingredients. That’s because Chunky Healthy Request by Campbell’s is approved by the American Heart Association for being low in fat and cholesterol but is packed with those chunky soup ingredients you know and love.

I appreciate comments from anyone and everyone, especially if you’ve worked on this brand before! :)

Articles

Fruity Pebbles by Post

In Observations & Insights,Products on February 3, 2011 by BrandAndPackageTheProduct Tagged: , , , ,

Target: For kids.

Key Benefit: Fruity Pebbles by Post is the rice cereal with a big fruity taste and promotes healthy bones and teeth.

Reason to Believe: Fruity Pebbles by Post is a wholesome, sweetened cereal that is an excellent source of vitamin D which helps the body absorb calcium.

Brand Positioning Statement:

For kids, Fruity Pebbles by Post is the rice cereal with a big fruity taste and promotes healthy bones and teeth. That’s because Fruity Pebbles by Post is a wholesome, sweetened cereal that is an excellent source of vitamin D which helps the body absorb calcium.

Personal notes: 1) This is my wife’s favorite cereal. 2) I derived this brand position from examining the package that I bought at the store.

I appreciate comments from anyone and everyone, especially if you’ve worked on this brand before! :)

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