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CRAFTING THE BRAND POSITIONING | CHAPTER 10 287

marketing
Memo Constructing a Brand Positioning Bull’s-eye

A brand bull’s-eye provides content and context to improve everyone’s brand; and (2) executional properties and visual identity—more tangible
understanding of the positioning of a brand in the organization. Here we components of the brand that affect how it is seen.
describe the components of a brand bull’s-eye, illustrating with a hypothetical Three boxes outside the bull’s-eye provide useful context and interpre-
Starbucks example. tation. To the left, two boxes highlight some of the input to the positioning
In the inner two circles is the heart of the bull’s-eye—key points-of-parity analysis: One includes the consumer target and a key insight about con-
and points-of-difference, as well as the brand mantra. In the next circle out sumer attitudes or behavior that significantly influenced the actual position-
are the substantiators or reasons-to-believe (RTB)—attributes or benefits ing; the other box provides competitive information about the key consumer
that provide factual or demonstrable support for the points-of-parity and need the brand is attempting to satisfy and some competitive products or
points-of-difference. Finally, the outer circle contains two other useful brand- brands that need suggests. To the right of the bull’s-eye, one box offers a
ing concepts: (1) the brand values, personality, or character—intangible “big picture” view of the output—the ideal consumer takeaway that would
associations that help to establish the tone for the words and actions for the result if the brand positioning efforts were successful.

Consumer
Target
Discerning Values/Personality/Character
coffee Contemporary
drinker
Substantiators
Consumer (RTB)
Insight
Caring Thoughtful
Consumer
Coffee and the Takeaway
Stock options/
drinking Points–of–parity
experience is 24-hour health benefits Starbucks
often training of Responsible, Fairly for baristas gives me the
unsatisfying baristas locally involved Priced richest
possible
Brand sensory
Mantra experience
drinking
Relaxing, Rich, Rewarding
Consumer Fresh high- coffee
rewarding Coffee Experience
Need State quality coffee
Totally moments Varied, exotic Triple
Desire for Rich sensory filtrated
better coffee integrated consumption Convenient, coffee drinks water
system
and a better experience friendly Siren
service
consumption Points–of–Difference logo
experience Green &
Earth colors
Competitive
Product Set
Local cafés, Executional Properties/Visual Identity
fast -food
restaurants, &
convenience
shops

media responded enthusiastically to the concept, but consumer interest never materialized.
GO was eventually purchased by AT&T for use in a pen computer venture that folded
in 1994. 18
There are also situations in which consumers know a brand’s category membership but may not
be convinced the brand is a valid member of the category. They may be aware that Hewlett-Packard
produces digital cameras, but they may not be certain whether Hewlett-Packard cameras are in the
same class as Sony, Olympus, Kodak, and Nikon. In this instance, HP might find it useful to reinforce
category membership.
Brands are sometimes affiliated with categories in which they do not hold membership. This
approach is one way to highlight a brand’s point-of-difference, providing consumers know the