A brand bull's eye provides the content and context to improve everyone's understandings of

the positioning of a brand in the organization.

What are points-of-difference (POD)?

When deciding upon a brands/products positioning in the marketplace, the organization
must ensure that end positioning has both sufficient points-of-parity (POP) and points-ofdifference (POD). What this means is that you want the brand/product to be consider
equal/similar (on par with, hence the word parity) with the major offerings in the category
for the key attributes (POP), but the brand/product also needs to have a number of unique or
differentiated attributes (POD).
An appropriate balance is required for market success. Too much reliance on points-of-parity
in the products positioning and it could be perceived as a me-too product offering. And too
little emphasis on points-of-parity and the product might be perceived as not meeting the core
needs for the target market.(thuww)

Definitions for points-of-difference (POD) and points-of-parity (POP)

Points-of-difference (POD)

The aspects of the product offering that are relatively distinct to the offerings of like
competitors.

Points-of-parity (POP)

The aspects of the product offering that are largely similar to the offerings of like
competitors.

The Brand Mantra

The final brand positioning building block is the brand mantra, which some refer to as the
brand essence and others call a brand promise.
A brand mantra is short (usually 25 words maximum) and encapsulates the competitive
frame of reference, the points of difference, the points of parity, and everything else about
your brand into one thought. A brand mantra is to brand positioning what triple distillation is
to liquorthey both remove the impurities, refining and simplifying to an essential form.
(thuht)

Substantiators /Reason to Believe (RTB)

Any proof point or persuasive fact that supports the brands promise, story, and point of
difference. (e.g.: "Four out of five dentists recommend chewing Trident to prevent cavities")

Value/personality/character
Something to which the consumer can relate. An effective brand will increase its brand equity
by having a consistent set of traits. This is the added-value that a brand gains, aside from its
functional benefits.

Executional properties/visual identity

Visible elements of a brand, such as color, form, and shape, which encapsulate and convey
the symbolic meanings that cannot be imparted through words alone. In a broader (corporate)
sense, it may include elements such as building architecture, color schemes, and dress code.