How does ‘frame of reference’ affect a brand’s positioning? Let us take Coca-Cola as an example. Consider each of the frames of reference outlined in the following table:
Frame of Reference Potential Competitors Potential Point of Difference
Cola Pepsi, RC Cola ?
Carbonated beverage (soda) 7 Up, Dr. Pepper ?
Soft drink Crystal Light, Gatorade ?
Non-alcoholic beverage Chocolate milk, root beer float ?
Beverage Wine, beer ?
Liquid refreshment Water, bottled water ?
Psychological refreshment A walk in the woods, yoga, a swim ?
Consider how the competitors and possible ‘points of difference’ change as the ‘frame of reference’ changes. Broadening your brand’s frame of reference can help you:
•Identify a strong point of difference within your current narrower frame of reference (for instance, Pepsi chose to ‘own’ psychological refreshment as a point of difference over Coca-Cola when Coca-Cola defined its category as human liquid consumption).
•Identify logical areas for brand growth.
•Identify potential substitute products and other competitive threats.
The Blake Project Can Help: The Brand Positioning Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
