Your life is your brand. Your business is your brand. And you can direct it in in any way you see fit to deliver your personal message.
The art of brand positioning
I was reminded of this recently when I saw the new Nutri-Grain advert. I was attracted to the ad because I love Nutri-Grain. I could eat this honey-coated cereal for breakfast, lunch and dinner. I’d have some weight issues and perhaps a sugar addiction if I did so: there are some dreams that may never be fulfilled.
Nutri-Grain or Kellogg’s isn’t the first brand to utilise personal, inspiring stories to reflect their brand proposition. Red Bull has been doing it for years. They are focused on delivering inspiring, real-life stories. They do this through the depiction of athletes and events across skiing, motorsports, skateboarding and adventure sports. They are appealing to a demographic, with no need to mention their own brand.
Adventure is their brand.
Now Kellogg’s has followed suit with their Unstoppable campaign. “Derek Rabelo was born blind. But it never stopped him learning to surf. And it never stopped him from taking on Hawaii’s biggest waves. At just 22, he surfs professionally. But why stop there? Derek is now surfing a board with four wheels and taking on competitive downhill skateboarding.”
It is inspired material. An inspiring story. And Nutri-Grain has more to come.
This type of content journalism is what makes the world go round these days. Brand positioning is about telling a story. Telling inspiring stories. Telling stories that meet audience expectations. No ads required. Let people’s experiences do the branding for you.
For those of who grew up watching Nutri-Grain ads, we know they are associated with ironman like feats and with the sun and sand sprints.
With their unstoppable campaign, they have taken their message one step further. They are now telling a story.
So what is your message? How would you like to reflect your brand? What stories do you wish to tell?
Jonathan Jackson is an experienced editor and writer who has worked in print and digital media for almost 20 years.
Jonathan has edited titles across a range of industries including sports and lifestyle, health, trade and business and finance. Among these titles are Soccer International, Women’s Fitness and Health, Wealth Creator, Think & Grow Rich, Your Trading Edge and Business First of which he is currently the managing editor.
Jonathan has also written two books: Offside - The Wild Side of Soccer and Australia's Wealth Creators.
He is the Media and Content Manager for Marketing Eye.
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