About this issue published an article in the journal IPMARK (n ยบ 750, 16-30 November 2010 / p.23)
"Ambition brand positioning beyond"
to get somewhere as important not to sit still. This statement, which contains in its simplicity is a certain irony, could serve as a picture or example to start thinking about how the brand ambition, the calling to be that brands should be distinguished and separated from the notion of positioning to machamartillo has been installed between us.
brand's ambition is the consistent view of what we want to be and provide consumers in the context of a category and segment, focused not so much as a desire to be like to reach and involve mean for consumers. That ambition is itself marked an unfinished task, an enduring commitment endorsing the brand and synthesizes and the reason why our products and services makes sense and place. Define the brand
ambition should involve propose a task or interaction in a given context. It is not finished in the mere satisfaction of an expectation but ask for a job, a chore that we are a committed and distinctive feature; fulfill that ambition should lead us to be an important part of consumer interaction with the category or concerns. "Discovering and adapt to their tastes and cultural contexts of the Mediterranean all good" or "extend the nuances and richness of English wine" does not put us in a static position, but in a constant effort that connects with values \u200b\u200bor content. There ambition is challenging, when the task is a challenge and demand interact prolonged, convince, persuade or adapt.
The brand ambition is a deep commitment to take charge involving a task category. Not be explained as a location defined by the relationship on someone or something, but as a vocation.
What helps me define and propose a brand ambition? Essentially to introduce a positive dynamic and constructive, what we want to be and achieve, the way we want to transform the category: "To provide the tools and opportunities for your talent to its full potential is computer rather than lead the creative and educational means to be a constant provider of tools and courageous.
But ambition can also be used to inspire beyond the contact points close to the consumer. Ambition is a desire to become something or somebody and, therefore, is also an element of cohesion and guidance that may serve to shaping that internal branding is a growing concern because it is the basis of a deep draft ultimately leads to products and services.
In a formal sense, ambition brand should represent the contribution and change we want to print more. But in a deeper way involves the relationship we want to keep you, the consumer, we want you to be appealing and attractive to us. We always start from the assumption that that ambition baby an undeniable reality: the relevance and the desire for change and / or improvement of the category. Brand's ambition could be how we own or our expectation that change / improvement.
When a company, through its brand, it raises these tasks, challenges and commitments is charting a roadmap: it involves what he says, but what it does and how it will get its proposal.
"Making the car a more intelligent mobility system is the ambition to quit be a necessary evil to become a part of value. "Open up new ideas that make you feel better enjoy" is the commitment of knowing a challenger whose pay is to become a site of value even when the great leader ends monopolizing the category.
Dynamism, however, will represent something in the lives of people, all that is ambition. A perspective on movement that seeks to leverage a place or position, but to the energy and eagerness to change the basis of a relationship with the customer moves and is transformed by the technological, social and cultural rights. In short, knowing what we want to be is a good way to start being something or someone and above all, a good way to be important in the lives of consumers and customers.
(More ideas and comments on the Youtube Channel TV BrainVentures / http://www.youtube.com/user/BrainVenturesTV )
http://www.ipmark.com/noticia/9554/empresas/ambicion -brand-alla-posicionamiento.html
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