Speaking of positioning strategy, positioning against competitors can also be effective in building an positive impression in the minds of consumers. This ad is not a new one but a good example. While other are confusing people with jargons and complex calculations in financial planning, Sun Life Financial position themselves as the real professional who explains everything without any hidden details. The proposition is great and compelling but it's a brand promise too. Advertising is just one element in the overall marketing communications. We need to manage all the touch points that are in touch with our prospects and customers to deliver the promise. One important touch point is their financial planners and there are like hundreds of them out there. It's not easy manage every one of them to deliver such a brand promise. It would take a lot of training, brainwashing and change management as well. One single positioning can potentially affect how many people do their jobs in an organization indeed.
Speaking of positioning strategy, positioning against competitors can also be effective in building an positive impression in the minds of consumers. This ad is not a new one but a good example. While other are confusing people with jargons and complex calculations in financial planning, Sun Life Financial position themselves as the real professional who explains everything without any hidden details. The proposition is great and compelling but it's a brand promise too. Advertising is just one element in the overall marketing communications. We need to manage all the touch points that are in touch with our prospects and customers to deliver the promise. One important touch point is their financial planners and there are like hundreds of them out there. It's not easy manage every one of them to deliver such a brand promise. It would take a lot of training, brainwashing and change management as well. One single positioning can potentially affect how many people do their jobs in an organization indeed.
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