When a brand is Global leader, how it should communicate to its consumers? Should it focus on its features or follow the prevailing emotional route to reach its consumers?
In fact, for any brand which is a leader, faces the same question? It is like when you have reached at the top, what next?
The Authors of Positioning, Al Ries and and Jack Trout, precisely answer this dilemma in their another very interesting book The 22 Immutable Laws of Marketing.
The first law of leadership is the key where a brand must reinforce its leadership position in the consumer’s mind by repetitive communications to build a distinct positioning. Check this full front page ad by Bridgestone. The association with Mary Kom is the icing on the cake. On one hand, the brand established its global leadership position, and then associates itself with Mary Kom who is widely known among Indian consumers (thanks to Bollywood movie too!). She has been a World champion, a role model and epitome of hard work, dedication and physical strength. The ad copy also cleverly introduces the promotional offer. Nice work Bridgestone!
