{"id":1944,"date":"2011-09-05T04:00:00","date_gmt":"2011-09-05T04:00:00","guid":{"rendered":"http:\/\/www.leonorapolonsky.com\/food-for-thought\/non-functional-benefits-precision-positioning"},"modified":"2011-09-05T04:00:00","modified_gmt":"2011-09-05T04:00:00","slug":"non-functional-benefits-precision-positioning","status":"publish","type":"post","link":"https:\/\/csmhosted.com\/lpa_archive\/?p=1944","title":{"rendered":"Non-Functional Benefits &#8212; Precision Positioning"},"content":{"rendered":"<p>Many Brands&nbsp;are missing an opportunity to define the non-functional aspects of a Brand&rsquo;s positioning more deliberately and precisely.&nbsp; Capturing the following basic positioning elements is standard fare:&nbsp; Promise, Points-of-Difference, Points-of-Parity, Personality.&nbsp; Brands are also increasingly articulating a Purpose and underlying Values.&nbsp;<\/p>\n<p>Some go the extra step of distinguishing between Functional and Emotional Benefits.&nbsp; The term &ldquo;Emotional Benefits&rdquo; is often used synonymously with &ldquo;Non-Functional Benefits&rdquo;.&nbsp; This distinction between &ldquo;Functional&rdquo; and &ldquo;Emotional&rdquo; (meaning non-functional) is helpful, but insufficient.&nbsp; With mounting evidence that the Brand Building game is won or lost on <span style=\"text-decoration: underline;\">non<\/span>-functional considerations, shouldn&rsquo;t more attention be paid to different types of non-functional benefits?&nbsp;<\/p>\n<ul>\n<li>Emotional: When I buy or use this Brand I feel _________ .<\/li>\n<li>Self-Expressive: When I buy or use this brand, I am _________<\/li>\n<li>When I buy or use this brand, the type of people I relate to are __________ .<\/li>\n<\/ul>\n<p>I may <span style=\"text-decoration: underline;\">feel<\/span> secure in a Volvo, but a Lexus tells the world that I <span style=\"text-decoration: underline;\">am<\/span> successful.&nbsp; When I play golf with a Titleist Pro V 1 ball, <span style=\"text-decoration: underline;\">I can relate to<\/span> some really good golfers. <o:p _rdeditor_exists=\"1\"><\/o:p><\/p>\n<p>Consider some of your favorite Brands.&nbsp; What role do these different types of non-functional benefits play in your affinity for the Brand?&nbsp; And how about the Brand(s) you steward?&nbsp; What functional, emotional, self-expressive, and social benefits do you &#8212; or might you &#8212; deliver and communicate?&nbsp; How would your consumers fill in the blanks on the above questions?&nbsp; How would you like your consumers to fill in these blanks?&nbsp; Are you sufficiently deliberate and precise in articulating the emotional, self-expressive, and\/or social benefit associations you aspire to establish and then creating experiences that deliver?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Many Brands&nbsp;are missing an opportunity to define the non-functional aspects of a Brand&rsquo;s positioning more deliberately and precisely.&nbsp; Capturing the following basic positioning elements is standard fare:&nbsp; Promise, Points-of-Difference, Points-of-Parity, Personality.&nbsp; Brands are also increasingly articulating a Purpose and underlying Values.&nbsp; Some go the extra step of distinguishing between Functional and Emotional Benefits.&nbsp; The term [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1944","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/posts\/1944","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1944"}],"version-history":[{"count":0,"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/posts\/1944\/revisions"}],"wp:attachment":[{"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1944"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1944"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1944"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}