The Situation Placement Game
	Situation placement creates a brand image in the consumer\'s mind around an initial product, and then builds follow-up products around the constructed notion. The technique makes brands the raison d\'être of those follow-up products. Your product becomes the hero, enhancing a story rather than simply appearing as an added element without any effect on the plot, as is the function of product placement. But how do you engineer this for your own brand? How do you secure space for your brand in a computer game? How do you manage to have your brand featured in a popular song or placed centre stage in a hit movie?
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	The Situation Placement Game Part 2
	Last week we spoke about how product placement has turned into become situation placement – the question is however \'How in earth do you create such plan\'. How do you secure space in a computer game, manage to be mentioned in a song or shown in a movie? That’s what this week\'s article is all about. Before even considering going along this track you need to consider what you want to get out of it. In contract to traditional “above the line” marketing – it’s almost impossible to measure the effect of this approach – at least on a short-term basis.
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	Fake Branding
	Have you ever noticed the way you head straight for your usual brand on the supermarket shelf, without even considering the others? It’s almost like default behaviour. In fact, you might even know that a change in brand might for one reason or another be even better, but have dismissed it with a what-the-heck sort of shrug and decided to deal with it next time… I would claim that a lot of brand loyalty is due to laziness and a why-bother attitude. This then becomes a brand’s greatest ally. The lack of solid and trustworthy inspiration at the moment the purchase decision is made, still keeps last-minute brand changes to a minimum – well that’s until now.
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	Centre Stage Branding
	How many times did you hear the name \"Evian\" in the news last week? The stories in which you heard the name mentioned weren\'t about the brand Evian but the G8 summit held in Evian, France. Coincidence? Who knows? But one thing\'s for sure. The concept of product placement is expanding, and use of new contexts is climbing. Get ready for a fascinating new marketing ploy that makes use of the most unexpected places: situation placement.
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	BRANDchild
	You may be surprised to learn that close to 80 per cent of all brands purchased by parents is controlled by their offspring. But what will undoubtedly startle you are the figures that show a whopping 67 per cent of all car purchases is also determined by the children of the home – and not by the parents. Tweens (8- 14 year olds) are an increasingly powerful and smart consumer group, which in 2002 alone, spent and influenced an astounding €1.88 trillion. Did you know that an average British kid between 8 and 13 years of age is exposed to 22,000 television commercials a year? In fact these kids are exposed to more than 300,000 commercial messages each year if we include radio, television, print ads, billboards, and the Internet. These figures are from project BRANDchild – the world’s largest study on tweens and their relationship with brands.
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