Make good use of PDB triangle marketing to optimize customer experience
This article (opens in a new tab) is written by Zheng Weiquan (opens in a new tab) and was originally published in “Economic Daily (opens in a new tab)”
Marketing Master Kotler (opens in a new tab) (Philip Kotler) in his book “Kotler Talks about New Marketing: New Generation Marketing Advice from Masters to Enterprises (opens in a new tab)” mentioned that all marketing strategies are based on STP, which also highlights the importance of segmentation (Segmentation), target market selection (Targeting) and positioning (Positioning).
The PDB Triangle (opens in a new tab) mentioned in the book is a feasible marketing theory that focuses on Positioning (opens in a new tab), differentiation (Differentiation) and brand (Brand). Marketers need to consider these three dimensions simultaneously to create the best customer experience and brand value.
The so-called positioning refers to determining the unique position occupied by the product or brand in the target market. This involves identifying target customer groups and needs, and how to meet those needs through products.
For example, when everyone hears Volvo cars (opens in a new tab), they immediately think of safety and reliability. As you can imagine, their marketing strategies and product development revolve around this core value, making Volvo cars a brand closely related to safety.
Differentiation refers to the strategy of distinguishing products or services from those of competitors. This can be achieved through product design, quality, customer service, etc. For example, Apple launched its advertising slogan “Think Different” as early as 1997.
Differentiation is achieved through its innovative product design, advanced technology and unique user experience. For example, the iPhone’s simple design and user-friendly operating system make it stand out in the highly competitive smartphone market.
As for brand, it refers to the customer’s overall perception of the company and its products or services. A strong brand can create customer loyalty and give companies proactive pricing power and market influence.
For Coca-Cola, the company’s brand strategy (opens in a new tab) emphasizes a happy and shared lifestyle. Through consistent brand messaging and global marketing campaigns, Coca-Cola has established strong brand recognition and customer emotional connection (opens in a new tab).
Take Apple as an example. The company cleverly uses the PDB triangle model:
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Positioning: Apple’s positioning in the market is high-end, innovative and user-friendly technology products. They focus on delivering a seamless user experience and high-quality design.
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Differentiation: Apple achieves differentiation through its unique design, advanced technology and strong ecosystem. From iPhone, iPad to Apple Watch, they all demonstrate Apple’s innovation in product design and functionality.
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Brand: Apple has established a strong brand image (opens in a new tab), which is closely linked to innovation, quality and uniqueness. Their brand marketing strategy successfully communicates these values, making Apple one of the most valuable brands in the world.
If you are interested in promoting the PDB triangle within your company, it is recommended to master three principles: First, ensure product innovation to create differentiation to meet the changing needs of the market. Secondly, establish a strong brand image through effective brand communication and positioning. The third is to understand and influence customer behavior, including purchasing decisions and brand loyalty.
The PDB triangle reminds us that successful marketing is not only about product positioning, design, and development, but also about creating differentiation (opens in a new tab) and establishing emotional connections with customers through the brand, thereby effectively guiding customers’ purchasing behavior. These three elements not only interact with each other, but also jointly determine the effectiveness of marketing, which is worthy of careful consideration by all marketers.
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Vista Cheng speaks and runs workshops on AI workflows, writing and content systems for companies, schools and public agencies.
