Brand Positioning Models

Netflix fmr VP on Brand Positioning (Part 2)

There are many ways to unpack and organize brand positioning. Using Netflix as an example, I will walk you through two models that illustrate how brands are positioned for success.

The first brand model consists of three questions:

• What is it?
• How does it improve customers’ lives?
• What is its personality?

When using this model to build your brand, it’s critical to use simple language and terms that will connect with people. Here is how Netflix stacks up in this model:

• Netflix is a TV and movie subscription service.
• Fast, easy and entertaining.
• Straightforward and friendly.

This is a very clear positioning model that provides a lot of direction for the product team to build exactly what we need.

The second model is a brand pyramid that focuses on aspiration and emotion, more so than benefits and personality. Emotion is important because it makes things memorable. To quote Maya Angelou, “people never forget how you made them feel.”

The bottom two levels of the pyramid are consistent with the first brand model – product features and the benefits that they provide. Moving up the pyramid, the next level is your brand’s emotional benefit – and the top represents your brand’s aspirational benefit. In other words, this top level is “something bigger” that your brand provides.

Here is how Netflix fills out the pyramid:

Top tier = Escape from reality
Second tier = Delight
Third tier = Fast/easy/entertaining/great value
Foundation = TV, movies, streaming service

Each of these models provides a simple framework to construct your brand. Simply put, the Netflix’s brand positioning revolves around “movie enjoyment made easy.”

Click here for Part 1

Click here for Part 3