Perform steps 1 to 4 to demonstrate a new positioning for your organization. You may choose to graph steps 1, 2, and 3 on the same graphs you created to show the EXISTINGpositioning. If you do so, clearly show how the relationship between the existing and desired positioning.
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STEP ONE
Now based on your Big Idea/Theme and the rest of the Brand Mind Space dimensions, describe the dimensions of the positioning as described in the reading From Brand Vision to Brand Evaluation:
• Physique
• Personality
• Culture
• Relationships
• Reflection
• Self–image
For each dimension write down individual words that you feel are most appropriate. avoid writing whole sentences or phrases. The example on page 194 of “From Brand Vision to Brand Evaluation.”
for Volvo the Physique is best described as “square, rugged.”
Determine the IDEAL dimensions of the organization as you want it to
be in the future. These qualities should reflect the new theme.
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STEP TWO
Based on the reading Marketing Aesthetics, graph the positioning of your organization based on dimensions of style. These dimensions of style are generated through actual expressions. Make graphs that position the company and its competitors in a continuum according to their stylistic gestures:
• complexity (minimal vs. ornamental)
• representation (real vs. abstract)
• perceived movement (dynamic vs. static)
• potency (loud/strong vs. strong/weak)
Graph each pair of stylistic attributes on a single axis continuum.
On the graph include your organization and 2 to 5 competitors.
Graph the IDEAL perceptions of the organization as you want it to be in the future. These qualities should reflect the new theme.
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STEP THREE
Graph the positioning of your organization based on perceptions that are created by formal elements, styles and themes. Use the information you decoded in the first 3 steps to develop these impressions. These impressions are based on integrations, inferences and attitudes. Make graphs that position the company and its competitors in a continuum according to their representations:
• time (traditional, contemporary, futuristic)
• time movement (retro vs. avant-gard)
• space (east vs. west)
• technology (high–tech vs. handmade)
• authenticity (original vs. imitative)
• sophistication (cheap vs. luxurious)
• scale (global vs. regional)
Graph each pair of representations on a single axis continuum.
On the graph include your organization and 2 to 5 competitors.
Graph the IDEAL perceptions of the organization as you want it to be in the future. These qualities should reflect the new theme.
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STEP FOUR
Based on the TOROreading, “Is The Hulk Gay?,” graph any two representations of your organization. Make a graph that positions the organization and its competitors using both the x and y axis. Choose any two of the following representations or make up your own impressions that are based on integrations, inferences and attitudes that are appropriate to your organization.
• time (traditional, contemporary, futuristic)
• time movement (retro vs. avant-gard)
• space (east vs. west)
• technology (high–tech vs. handmade)
• authenticity (original vs. imitative)
• sophistication (cheap vs. luxurious)
• scale (global vs. regional)
On the graph include your organization and as many competitors as
relevant. Graph the IDEAL perceptions of the organization as you want
it to be in the future. These qualities should reflect the new theme.
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