Step 3b- Branding By Association -- Small Businesses Discussion Forum

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Subject: Step 3b- Branding By Association

Author:
Dennis S. Vogel

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Date Posted: 23:13:10 08/20/05 Sat
In reply to: Dennis S. Vogel 's message, "Step 3a- Revive Your Business So It Can Thrive" on 23:10:48 08/20/05 Sat

Years ago, doctors started advising patients to eat calcium-based antacids as a cheap calcium source. The maker of Tums, wisely, didn't fight it nor repositioned Tums as a calcium supplement. The positioning was adjusted to calcium-rich antacid. Some of the advertising emphasized we all need calcium, so if you need an antacid, you might as well as take one with something else you need.
If Tums had been repositioned as a calcium supplement, people would've still used it as an antacid. But its sales probably would've dropped off. That would've been quite a relief for R-O-L-A-I-D-S. Some would've forgotten it's an antacid. Others would've thought it's no longer an antacid or maybe it never really was.
The attitude seems to be "OK, let doctors tell people Tums is a good calcium supplement. If that's what people want, that's what they'll get. It's a safe remedy for two things. But when people ask us what Tums is, we'll give them almost the same answer as before."
Tums went from a strong position to an extra strength position. The makers of R-O-L-A-I-D-S probably need some relief now.
In my opinion, Rolaids was positioned well too. Its slogan/tag line was so well-known, people repeated or parodied �How do you spell relief?� The main message associated the product with a benefit. You�ve probably heard of word association tests in psychology.
�Black� �White� �Rain� �Snow� �Tree� �Dog� �Wet� �Diaper�
Back to baking soda, since there are so many uses, it�s hard to focus people�s attention on a particular benefit then associate it with that. I supposed something like clean-and-odor-free could be associated with baking soda.
When people think, �My stomach feels like it�s on fire,� they may quickly think of how they spell relief.
When something is dirty or stinks, they might not instantly think, I need baking soda. To associate baking soda & fire safety Church & Dwight Co., Inc., offers the firepail.pdf which also has other suggestions for serious fires.
It�s a brilliant way to increase & maintain awareness of a benefit. It gets people involved, by downloading then applying the label. Even if people put the label on a box of store brand baking soda, they�re still involved with the Arm & Hammer brand. Chet Holmes (another Jay Abraham cohort) often emphasizes, �We retain 20% of what we hear, 20% of what we see, 50% if we see & hear it & 85% if we get involved.� This means thinking about it by involving more senses &/or talking about it.
When people print the label, then attach it to a box, they�re physically & kinesthetically involved with it. When they talk about it, as recommended, they think about it more deeply.
If you sell baking soda, you can probably work out a plan with schools, parent-groups & /or fire departments to have activities like putting the labels on boxes. With fire fighters involved, there could be demonstrations about putting out fires & when not to try to put out a fire.

Be careful, if you recommend using a product for something the manufacturer doesn't advise, you could be the only one (paying legal expenses & the full settlement amount) being sued if something hurts somebody or causes property damage.
If a customer tells you s/he uses a product for something & you use the testimonial, include a disclaimer. The disclaimer may not fully protect you, but it could help you.
Find out, from a lawyer &/or insurance agent, what your liability might be & the coverage you should have. They won't be able to give you an absolute answer because that would be up to an arbitrator, judge &/or jury if a lawsuit was filed.
Aspirin has been positioned by a manufacturer, Bayer, as a pain reliever that can save people�s lives by REDUCING the risk of a heart attack. It can also be used when a heat attack starts to limit heart damage. Maybe for some it could be all they need. But if that claim was made, a heart attack victim or a surviving family might sue whomever claims aspirin is enough without other therapies or life-style changes.
That's my disclaimer.
Now, based on information from manufacturers, what I�ve written in various forms & forums, & what customers told you, it�s up to you to determine the best things to promote & how to promote them.
Dennis S. Vogel
thrivingbusiness@email.com
When will you decide to stop settling for less profit than you can get? Competitors & those who buy from them are satisfied when you get less. It�s up to you to take action to get better results, when will you start?
http://web1.lakefield.net/~thrivingbusiness/
http://www.voy.com/31049/

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