the boil down

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Positioning Roulette

I came across a brand position tool today called Positioning Roulette. It’s a lovely (sometimes I like to sound British) business idea by a couple of commercially minded planners Ulli Appelbaum and Vincent Schmidlin. Designed to make brand discovery easier. it comprises 29 questions, many with multiple parts, that when answered will give the strategy runner enough information to make smart brand strategy decisions. And ultimately lead one to the strategy itself.

I love this thinking. Positioning Roulette is complex, a bit like DNA mapping, and will certainly provide enough grist to build a brand idea.  And even more fun, especially for DIYers, they’ve productized the idea into flashcards which you can buy on the web.

I’m not sure I’d use the word roulette in the name as it feels very game-of-chancey, but let’s not fuss. Frankly, that’s the point of this post. It is game of chance. With 29 brand related outputs, how do you build the idea?  Ahhh, that’s why you need the experts. It’s the cull-through or what I call the boil-down that’s the hard work. This tool or tool kit will make that very obvious to those in need of brand strategy help. Don’t try this at home. Brilliant execution. Smart men.

Peace.

 

 

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The Boil Down.

Every brand planner has his or her own toolkit. But basically they drop themselves into a category or brand space and learns. They understand the product, competition, care-abouts and functions. If they’re smart they also try to understand the business and finances. A dive into the culture of the buying is important. And learning the language of the category is not underrated.

After all information is amassed, balanced by some qualitative data, it’s time to put paper to pencil. Or finger to keyboard. This is where the good brand planners separate from the not so.  

My key tool is the brief. Many brand planner use a brief to create strategy…or a fill in the box template. Same thing.

The real key in crafting a brief is the “boil down.” The boil down removes all non-essential information gathered during discovery.  I call it the boil down because it riffs on the metaphor of the stock pot. Fill up the stock pot and boil it down to a very rich bullion at the bottom.

At What’s The Idea?, a brand strategy is one claim, three proof planks. This is the organizing principle for brand strategy. Four things. That’s a lot of boiling.

Peace.  

 

 

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