Week 9 - Brand Positioning

We did a small brand positioning graph showing where we believe Ernest Adams, Farmbake, and our own new brand are situated on a brand positioning graph with axes of Youthful/Mature and Fun/Healthy.

Before we positioned our product we noticed there were a few large gaps in the market, most notably the 'black hole' located in the youthful/healthy category, which we believe is a dead area in the market for biscuit/cookie products. Another gap is in the extreme mature/fun category, which we don't see as an ideal area of the market to design for. We decided to position our brand in an area that is pretty populated already, simply because we don't want to appeal to a market that is too far removed from Farmbake, but is still somewhat differently positioned. We see our brand as a brand that appeals equally to kids and adults, with a fun, casual and approachable design aesthetic as well as exciting flavours based on fun products such as pineapple lumps and jelly tip ice creams.