In this 8-10 minutes reading article you'll discover the positioning key factors and why events are so useful and effective for that.
First of all.
Do you already know what is Positioning?
Wikipedia definition:
Positioning refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors.
Few other definitions before you plunge into the reading.
Cambridge Dictionary
Brand: a type of product made by a particular company and sold under a particular name.
Brand Image: a set of features and ideas that customers connect in their minds with a particular product or brand. It's about how they evaluate a brand.
Brand Identity: a set of qualities that people connect with a particular company or a product sold under a particular name, that make it different from other companies or products. It's the manner Brands want to be perceived.
So products are named within a Brand that can be included in a company products set.
The Brand is not the Corporate.
Brands can affect the image and project on the Corporate.
Corporate Identity
In a company, a set of elements and components from the logo, trademark, graphics, marketing strategies which are at disposal and studied by the firm to create the identity of the company to be emitted.
So the identity is chosen and emitted.
The image is received and it's a matter of perceptions.
The WOW Factor
The Hyping Factor
Attract Attention, Generate Interest, Engage.
Recall, Connect, Raise Authority.
What's the meaning of disruptive?
Cambridge's Dictionary Definitions:
stopping something from continuing as usual
changing the traditional way that an industry operates, especially in a new and effective way
Why are you choosing Apple Products instead of any other brand?
Why do you usually advice the same restaurants?
Why do you usually prefer a brand?
The concept is that Brands are entities. Image entities.
Once the entity is built, conceptually with the various dynamics, components, characteristics it can be perceived as a person or a group of people with interests, values, ideals, qualities, passions.
We're talking about Brand Personification.
Any aspect of the brand, the business, products, images, events, packaging, website is part of the public image and in the whole of its entity, it is perceived as emitted from that personification, the Brand, the Corporate.
So.
Packaging of Perceptions to evaluate.
Evaluation through Experience.
Importance Attribution
Positioning
Recall and Importance attribution can be improved as a result of multiple impressions.
Once you have an idea of an entity, such as with people, you're positioning that one in your mind. The attribution is your consideration, the value and the weight, the authority you give to it.
So when advising you'll do that with the fastest and most suitable results of your recalls.
When choosing a product the same thing, you will choose that one you know is the best solution and it's highest positioned for your recalls.
The WOW Factor's concept is simple.
The strangest, particular, divergent, disruptive a manifestation is, the more likely this will drive to hype a community, be memorable and positionable higher than others data recorded.
Why Live Events, Great Openings, Launches and Anniversaries are so effective?
Events are important.
They can focus and represent a community, a fandom, generating hype and other dynamics for the global image and reputation.
Time, Countdowns, Sneak Peak, Special Access are few elements which can be used to generate the Hype Factor and the Social Buzzing in a Community.
Special Guests, VIP, actors and models who can endorses and be testimonials.
It's a matter of perception and projection together.
Finally how does it work? Does it engage?
Events such as Lives, Shows, Ceremonial can be a method to consolidate the Corporate and the Brand Authority, Reputation and Awareness.
Watch and Discover it with these amazing, incredible events.
Top 10 Events Anniversaries
Grand Opening Dubai Atlantis
Well. We start wit a luxury hotel launch.
You already know what is the first perception and impression is the key because the positioning happens from the knowledge and the first experience.
If it's memorable, it will be great.
If something is not
This is the Great Opening of the Atlantis Hotel in Dubai.
Amazing Fireworks shows and performers, a Gala Dinner with VIP from all over the world, a worldwide exposure. CNN, BBC, Fr24.
Milions of views and shares.
Anniversaries
These type of events are important.
A big amount of budget will be spent.
The costumer base, fans and connections will be engaged the more fantastic, I would say WOWEST the event is gonna be.
It's a matter of Milestones, Achievements, Prosperity and Awareness.
It's a matter of ideas, efforts, missions and results reached in years.
It's a matter of Celebrate Victories, Expansions, a Culture, a Community, Family and Friends.
Disney Illumination.
This is the best I think, WOWEST, amazing, immersive, memorable and engaging show created for the 25th anniversary of our beloved Disney.
Something worthing a 3 days trip to Disneyland, a couple of flights and the entry ticket.
This is not only something made so wonderful.
It combines all the products of the corporate in a wonderful show, product to be shared and watched.
A product link with imagination, idea, values and Emotions.
There's nothing more powerful speaking about key elements of positioning.
Burj Khalifa New Year Ceremony
Cities are business entities too when speaking about tourism.
Monuments and famous buildings are symbols which is mean they recall something about the city because of they are obviously representative with.
There is an association, a connection.
Burj Khalifa is one of them.
Watching it you'll know we're speaking about Dubai.
Same thing if you watch an image of the Burj al Arab, the famous sail shape hotel in Dubai.
Oftentimes, nor if we should speak about the last years trends, 3D Projections or Fireworks shows are a must-have to put on scheduling for the 31 December.
Same thing if I show you an image of the Capitol, you know we're speaking about Washington, United States.
A shape of Palazzo Ducale? You know already is Venice city.
The Coliseum? Rome.
Eiffel Tower is Paris.
We are speaking about positioning.
Connections, Associations are obviously in the mind framing.
You can connect a position, a brand with the similarities it has with another.
The fastest the association and the recall the strongest the Symbol Awareness.
Associating it or marking differences.
So, as I said previously, the show, the WOWEST projection, will be saved in our minds archives inside the file of the brand, entity, city, people, business is concerned.
Will it enhance and improve the position of the file, the entity saved or not?
Part of the whole, whole for the part, container for the contained.
You see the shining ball drop. If you have what is called a "general culture" you know we're speaking about New York City New Year Celebration. Or you already see it.
Product Launches
Nurturing & Amplifying.
57 Milion Views the first one in 7 months.
31 Million Views the second one.
Other tens of millions all the other videos in the main channel if you'll browse it.
These are scheduled, programmed, recurring events which the costumer base already know the period and the type of format.
They can generate hype on new technologies, products, innovations and services.
Virality if it's something incredible, disruptive, so innovative that you will be an informer and tech savvy if you'll share it with your followers, community, friends.
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