PDF OOH Brand Positioning
OOH Brand Positioning
Project Objective
Partner with senior industry representatives to update the OOH advertising vision, brand, and
positioning strategy for 2017-2021
Outdoor Advertising Association of America
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OOH Positioning Advisory Committee
Don Allman Jean-Luc Decaux Kevin Gleason Dan Levi Jeremy Male William Reagan Sean Reilly Jodi Senese Scott Wells
Outdoor Advertising Association of America
Vice Chairman, Intersection Co-CEO, JCDecaux North America President & CEO, Adams + Fairway CMO, Clear Channel Outdoor CEO, OUTFRONT Media Chairman, Reagan Outdoor CEO, Lamar Advertising CMO, OUTFRONT Media CEO, Clear Channel Outdoor
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Why is Positioning Important?
Brand positioning is the main idea your brand stands for in the mind of your target audience
It's important because:
? Your brand communicates who you are, what your purpose is, and why customers should be interested
? It acts like a `north star' or roadmap that brings internal focus and clarity
? It informs strategy, communications, and decision-making ? It serves as an internal `manifesto' that rallies team members
around a single vision
Outdoor Advertising Association of America
4
Best Practices ? Alignment and Consistency
The most successful brands treat positioning as a 360-degree effort, aligning all operations to consistently deliver the brand promise in all touch points
Sales & Marketing
Technology
Customer Service
Operation s
Finance & Investor Relations
Outdoor Advertising Association of America
Creative
Legislative Affairs Real Estate
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