Netflix’s VP of Product Management Gibson Biddle has chosen the lean branding methodology for the development of the Netflix brand globally.
A brand is the unique story that consumers recall when they think of you.
“This story associates your product with [your customers’] personal stories, a particular personality, what you promise to solve, and your position relative to your competitors,” Busche writes. “All human aspirations are opportunities for brands to build relationships.”
Aligned with Busche’s thinking, a positioning model will help you locate the place your brand should occupy in a consumer’s mind. First, answer these three questions about your company:
- What is it? Be descriptive.
- What are the customer benefits? How does it improve customers’ lives?
- What is its personality? If your product, company or service was human and you met at a cocktail party, how would you describe him/her?
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