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growth.
CONTACT — BRAND ENGINEERS Tell us a bit about what you are trying to achieve or the problem you are trying to solve. POSITIONING STRATEGY It means that the focus is often put on the words being used and not the strategy they are meant to define. It means that the positioning statement that was created is more of a statement of product differences and likely includes all the features that make the product or service different from competitors but does little to create real strategic differentiation or relevance for the customers STRENGTH OF EMOTIONAL BENEFIT IN POSITIONING STRATEGY In this issue of the Positioning Tip®, we want to highlight the power a strong emotional benefit can have in distinguishing your brand. When we refer to an emotional benefit, we don’t mean simply highlighting a product’s functional benefit in an emotional way, we mean a truly emotional benefit; one that your customers experience when they choose your brand over a competitor’s brand.POSITIONING TIPS
According to Havas’ 2019 Meaningful Brands report the answer for most brands is NO. In fact, based on the report’s findings more than of all brands could disappear and no one would care. TARGETED POSITIONING STRATEGY Most new products find themselves competing in markets that are becoming more crowded and competitive, increasing the importance of brand positioning strategy. In many instances, an easily recognizable competitive advantage does not exist for these newTHE WINNING ZONE
If you want your product, service or business to win in a competitive market, your positioning strategy had better be more than a soft definition of your target customer and a somewhat generic benefit theyget when
IT'S NOT MAGIC, IT'S POSITIONING I can’t remember the last time I’ve applauded a frozen food manufacturer for its marketing prowess, let alone any item sold in thesupermarket.
PERSIL CLASSIC "COMPETITIVE" POSITIONING STRATEGY We've talked about using different positioning platforms to differentiate your brand on many occasions and thought we'd take the occasion of the Super Bowl to point out a few ads that hit some of these platforms particularly well. This isn't an evaluation of the success or failure of the ad, just a BRAND ENGINEERSCLIENTSPOSITIONING TIPSCONTACT Creating strategic brand positioning to build your brand, be more relevant, connect with customers, compete and profit CLIENTS — BRAND ENGINEERS “First of all, thank you, thank you, thank you!!! I can’t thank you enough for the time and effort you committed to this project. We had struggled trying to make the brand more competitive but Brand Engineers’ process and insight helped us see the opportunities forgrowth.
CONTACT — BRAND ENGINEERS Tell us a bit about what you are trying to achieve or the problem you are trying to solve. POSITIONING STRATEGY It means that the focus is often put on the words being used and not the strategy they are meant to define. It means that the positioning statement that was created is more of a statement of product differences and likely includes all the features that make the product or service different from competitors but does little to create real strategic differentiation or relevance for the customers STRENGTH OF EMOTIONAL BENEFIT IN POSITIONING STRATEGY In this issue of the Positioning Tip®, we want to highlight the power a strong emotional benefit can have in distinguishing your brand. When we refer to an emotional benefit, we don’t mean simply highlighting a product’s functional benefit in an emotional way, we mean a truly emotional benefit; one that your customers experience when they choose your brand over a competitor’s brand.POSITIONING TIPS
According to Havas’ 2019 Meaningful Brands report the answer for most brands is NO. In fact, based on the report’s findings more than of all brands could disappear and no one would care. TARGETED POSITIONING STRATEGY Most new products find themselves competing in markets that are becoming more crowded and competitive, increasing the importance of brand positioning strategy. In many instances, an easily recognizable competitive advantage does not exist for these newTHE WINNING ZONE
If you want your product, service or business to win in a competitive market, your positioning strategy had better be more than a soft definition of your target customer and a somewhat generic benefit theyget when
IT'S NOT MAGIC, IT'S POSITIONING I can’t remember the last time I’ve applauded a frozen food manufacturer for its marketing prowess, let alone any item sold in thesupermarket.
PERSIL CLASSIC "COMPETITIVE" POSITIONING STRATEGY We've talked about using different positioning platforms to differentiate your brand on many occasions and thought we'd take the occasion of the Super Bowl to point out a few ads that hit some of these platforms particularly well. This isn't an evaluation of the success or failure of the ad, just aCOPYCAT STRATEGY
Like most of you, it is nearly impossible for us to escape the onslaught of fast-food commercials on television. A few weeks ago, for no particular reason, a Burger King commercial caught our attention. The focus of the commercial was to promote the relativelynew Big King.&n
TARGETED POSITIONING STRATEGY (PART-2) In our last PositioningTip®, we identified the increased importance of differentiating brands when competing in crowded and competitive markets. We reviewed how, in these situations, brand teams have a tendency to move toward a broader, less narrowly-defined CAN YOU BE THE NEXT “CHALLENGE BRAND"? No one can argue with the success of Southwest Airlines.When you first look at this brand it is easy to tag it with the label of discount carrier, but upon closer inspection, Southwest is so much more than that. Let’s come back to Southwest in a couple minutes.. One of the most notable trends in marketing today is sameness. NOT ALL CUSTOMERS HAVE THE SAME VALUE One of the most difficult questions a brand manager needs to answer when considering how to position their product is “who should the target customer be?” On the surface this seems like a pretty simple question, but in reality it is far more difficult to answer INSIGHTS: POSITIONING'S CRITICAL FOUNDATION OK, so you’ve kicked off a positioning effort and have thoroughly dissected the needs of your potential customers, isolated a unique insight that none of your competitors recognize, and are poised to develop the most differentiating and tantalizing positioning your market has ever seen- PERSIL CLASSIC "COMPETITIVE" POSITIONING STRATEGY We've talked about using different positioning platforms to differentiate your brand on many occasions and thought we'd take the occasion of the Super Bowl to point out a few ads that hit some of these platforms particularly well. This isn't an evaluation of the success or failure of the ad, just a IF YOUR BRAND DISAPPEARED, WOULD ANYONE GIVE A DAMN According to Havas’ 2019 Meaningful Brands report the answer for most brands is NO. In fact, based on the report’s findings more than of all brands could disappear and no one would care. If you’re a marketer this fact should scare the hell out of you! AVIS STOPS TRYING HARDER In 1962, Avis CEO Robert Townsend was desperate to find a way to make his ailing company profitable. The story goes that he spoke to employees to try and figure out how to “right the ship” and with the help of their ad agency, DDB, they penned MATURE BRANDS CAN BE COMPETITIVE BRANDS At the end of last week, I was doing an interview for a marketing podcast. Near the end of the session, the interviewer asked an interesting question: “When a potential client calls you, what is the main problem they call about?” My mind quickly sorted through the hundreds of conversations I’ve JUST BECAUSE YOU SELL COFFEE DOESN’T MEAN YOU SHOULD TALK There’s a major issue getting in the way of brand success and it seems to be happening all the time. Big businesses, small businesses no one’s immune. Yet, almost everyone you ask can tell you the ‘right’ way to do it BRAND ENGINEERSCLIENTSPOSITIONING TIPSCONTACT BRAND ENGINEERS creates brands that are magnetic to customers. Customers know your brand is for them. Your brand exists in a class of its own. Customers chase you, you don’t chase them. Your brand & business are growing strong. Request a consultation. Brand CLIENTS — BRAND ENGINEERS CLIENTS — Brand Engineers. HOME CLIENTS POSITIONING TIPS. “ I wanted to drop you a quick line and thank you again for all your time. I also wanted to let you know how valuable that was for me, and how much I really do appreciate you taking the time to work with us on our small company. It’s all very exciting to see this new approach comeBRANDING STRATEGY
While branding and brand development are the customer facing aspects of your marketing effort, without a solid and carefully crafted positioning strategy, most branding efforts are empty vessels — interesting to look at, but without the strategic backbone necessary to create the deep connections that iconic brands have fostered.POSITIONING TIPS
Targeted Positioning Strategy. Most new products find themselves competing in markets that are becoming more crowded and competitive, increasing the importance of brand positioning strategy. In many instances, an easily recognizable competitive advantage does not exist for these new products. TARGETED POSITIONING STRATEGY Targeted Positioning Strategy. Most new products find themselves competing in markets that are becoming more crowded and competitive, increasing the importance of brand positioning strategy. In many instances, an easily recognizable competitive advantage does not exist for these new products. In fact, at first glance, many customers maysee
POSITIONING STRATEGY It means that the focus is often put on the words being used and not the strategy they are meant to define. It means that the positioning statement that was created is more of a statement of product differences and likely includes all the features that make the product or service different from competitors but does little to create real strategic differentiation or relevance for the customers STRENGTH OF EMOTIONAL BENEFIT IN POSITIONING STRATEGY In this issue of the Positioning Tip®, we want to highlight the power a strong emotional benefit can have in distinguishing your brand. When we refer to an emotional benefit, we don’t mean simply highlighting a product’s functional benefit in an emotional way, we mean a truly emotional benefit; one that your customers experience when they choose your brand over a competitor’s brand.THE WINNING ZONE
Let’s take a quick look at how these quadrants are defined. (1) Your competitor’s positioning connects with your customers and resolves their needs/problems/desires better than your product or service. In this scenario your product is seen as inferior and PERSIL CLASSIC "COMPETITIVE" POSITIONING STRATEGY Persil laundry detergent took on Tide (among others) in a direct challenge to its core benefit of getting clothes cleaner. This is a classic "competitive" positioning platform built from a direct or indirect comparison to a competitive product in an effort to steal share from that competitor. In this case, Persil is direct, clear, andto the
JUST BECAUSE YOU SELL COFFEE DOESN’T MEAN YOU SHOULD TALK There’s a major issue getting in the way of brand success and it seems to be happening all the time. Big businesses, small businesses no one’s immune. Yet, almost everyone you ask can tell you the ‘right’ way to do it BRAND ENGINEERSCLIENTSPOSITIONING TIPSCONTACT BRAND ENGINEERS creates brands that are magnetic to customers. Customers know your brand is for them. Your brand exists in a class of its own. Customers chase you, you don’t chase them. Your brand & business are growing strong. Request a consultation. Brand CLIENTS — BRAND ENGINEERS CLIENTS — Brand Engineers. HOME CLIENTS POSITIONING TIPS. “ I wanted to drop you a quick line and thank you again for all your time. I also wanted to let you know how valuable that was for me, and how much I really do appreciate you taking the time to work with us on our small company. It’s all very exciting to see this new approach comeBRANDING STRATEGY
While branding and brand development are the customer facing aspects of your marketing effort, without a solid and carefully crafted positioning strategy, most branding efforts are empty vessels — interesting to look at, but without the strategic backbone necessary to create the deep connections that iconic brands have fostered.POSITIONING TIPS
Targeted Positioning Strategy. Most new products find themselves competing in markets that are becoming more crowded and competitive, increasing the importance of brand positioning strategy. In many instances, an easily recognizable competitive advantage does not exist for these new products. TARGETED POSITIONING STRATEGY Targeted Positioning Strategy. Most new products find themselves competing in markets that are becoming more crowded and competitive, increasing the importance of brand positioning strategy. In many instances, an easily recognizable competitive advantage does not exist for these new products. In fact, at first glance, many customers maysee
POSITIONING STRATEGY It means that the focus is often put on the words being used and not the strategy they are meant to define. It means that the positioning statement that was created is more of a statement of product differences and likely includes all the features that make the product or service different from competitors but does little to create real strategic differentiation or relevance for the customers STRENGTH OF EMOTIONAL BENEFIT IN POSITIONING STRATEGY In this issue of the Positioning Tip®, we want to highlight the power a strong emotional benefit can have in distinguishing your brand. When we refer to an emotional benefit, we don’t mean simply highlighting a product’s functional benefit in an emotional way, we mean a truly emotional benefit; one that your customers experience when they choose your brand over a competitor’s brand.THE WINNING ZONE
Let’s take a quick look at how these quadrants are defined. (1) Your competitor’s positioning connects with your customers and resolves their needs/problems/desires better than your product or service. In this scenario your product is seen as inferior and PERSIL CLASSIC "COMPETITIVE" POSITIONING STRATEGY Persil laundry detergent took on Tide (among others) in a direct challenge to its core benefit of getting clothes cleaner. This is a classic "competitive" positioning platform built from a direct or indirect comparison to a competitive product in an effort to steal share from that competitor. In this case, Persil is direct, clear, andto the
JUST BECAUSE YOU SELL COFFEE DOESN’T MEAN YOU SHOULD TALK There’s a major issue getting in the way of brand success and it seems to be happening all the time. Big businesses, small businesses no one’s immune. Yet, almost everyone you ask can tell you the ‘right’ way to do it WHY POSITIONING MATTERS TO YOUR BRAND'S SUCCESS Is your brand struggling for traction? Have you been changing tactics and messages but it isn't helping? Are you frustrated you haven't been able to turn your brand around? BUILDING YOUR BRAND IN THE FACE OF CORONAVIRUS As a professional marketer or business owner there is no way you look out at the market landscape and think ‘today is no different than yesterday.’ And when I say that, I mean the world of brand marketing, now that we’re nearly three-weeks into a virtual economicshutdown due to
INSIGHTS: POSITIONING'S CRITICAL FOUNDATION Insights: Positioning's Critical Foundation. OK, so you’ve kicked off a positioning effort and have thoroughly dissected the needs of your potential customers, isolated a unique insight that none of your competitors recognize, and are poised to develop the most differentiating and tantalizing positioning your market has everseen--outstanding!
COPYCAT STRATEGY
Like most of you, it is nearly impossible for us to escape the onslaught of fast-food commercials on television. A few weeks ago, for no particular reason, a Burger King commercial caught our attention. The focus of the commercial was to promote the relatively new BigKing.&n
NOT ALL CUSTOMERS HAVE THE SAME VALUE One of the most difficult questions a brand manager needs to answer when considering how to position their product is “who should the target customer be?” On the surface this seems like a pretty simple question, but in reality it is far more difficult to answer WHAT IF YOUR AD ISN'T GETTING IT DONE? This tip has been on my mind for a couple weeks now. I started thinking about it after I received the second of three similar calls over a two-week period. For some reason things happen in threes and apparently so does ineffective advertising, who IF YOUR BRAND DISAPPEARED, WOULD ANYONE GIVE A DAMN According to Havas’ 2019 Meaningful Brands report the answer for most brands is NO. In fact, based on the report’s findings more than of all brands could disappear and no one would care. If you’re a marketer this fact should scare the hell out of you! DO MULTIPLE SEGMENTS REQUIRE DIFFERENT POSITIONINGS At its core, having multiple positions is completely at odds with your primary goal for defining the positioning in the first place; to create a clear, differentiated perception that appeals to your target customer groups. Take the example of BMW, from 20-somethings to middle-aged executives to families, they need to appeal to a widerange of
AVIS STOPS TRYING HARDER Avis Stops Trying Harder. In 1962, Avis CEO Robert Townsend was desperate to find a way to make his ailing company profitable. The story goes that he spoke to employees to try and figure out how to “right the ship” and with the help of their ad agency, DDB, they penned the now famous and iconic tagline “We try harder”. JUST BECAUSE YOU SELL COFFEE DOESN’T MEAN YOU SHOULD TALK There’s a major issue getting in the way of brand success and it seems to be happening all the time. Big businesses, small businesses no one’s immune. Yet, almost everyone you ask can tell you the ‘right’ way to do it BRAND ENGINEERSCLIENTSPOSITIONING TIPSCONTACT BRAND ENGINEERS creates brands that are magnetic to customers. Customers know your brand is for them. Your brand exists in a class of its own. Customers chase you, you don’t chase them. Your brand & business are growing strong. Request a consultation. Brand CLIENTS — BRAND ENGINEERS CLIENTS — Brand Engineers. HOME CLIENTS POSITIONING TIPS. “ I wanted to drop you a quick line and thank you again for all your time. I also wanted to let you know how valuable that was for me, and how much I really do appreciate you taking the time to work with us on our small company. It’s all very exciting to see this new approach comeBRANDING STRATEGY
While branding and brand development are the customer facing aspects of your marketing effort, without a solid and carefully crafted positioning strategy, most branding efforts are empty vessels — interesting to look at, but without the strategic backbone necessary to create the deep connections that iconic brands have fostered.POSITIONING TIPS
Targeted Positioning Strategy. Most new products find themselves competing in markets that are becoming more crowded and competitive, increasing the importance of brand positioning strategy. In many instances, an easily recognizable competitive advantage does not exist for these new products. TARGETED POSITIONING STRATEGY Targeted Positioning Strategy. Most new products find themselves competing in markets that are becoming more crowded and competitive, increasing the importance of brand positioning strategy. In many instances, an easily recognizable competitive advantage does not exist for these new products. In fact, at first glance, many customers maysee
POSITIONING STRATEGY It means that the focus is often put on the words being used and not the strategy they are meant to define. It means that the positioning statement that was created is more of a statement of product differences and likely includes all the features that make the product or service different from competitors but does little to create real strategic differentiation or relevance for the customers STRENGTH OF EMOTIONAL BENEFIT IN POSITIONING STRATEGY In this issue of the Positioning Tip®, we want to highlight the power a strong emotional benefit can have in distinguishing your brand. When we refer to an emotional benefit, we don’t mean simply highlighting a product’s functional benefit in an emotional way, we mean a truly emotional benefit; one that your customers experience when they choose your brand over a competitor’s brand.THE WINNING ZONE
Let’s take a quick look at how these quadrants are defined. (1) Your competitor’s positioning connects with your customers and resolves their needs/problems/desires better than your product or service. In this scenario your product is seen as inferior and PERSIL CLASSIC "COMPETITIVE" POSITIONING STRATEGY Persil laundry detergent took on Tide (among others) in a direct challenge to its core benefit of getting clothes cleaner. This is a classic "competitive" positioning platform built from a direct or indirect comparison to a competitive product in an effort to steal share from that competitor. In this case, Persil is direct, clear, andto the
JUST BECAUSE YOU SELL COFFEE DOESN’T MEAN YOU SHOULD TALK There’s a major issue getting in the way of brand success and it seems to be happening all the time. Big businesses, small businesses no one’s immune. Yet, almost everyone you ask can tell you the ‘right’ way to do it BRAND ENGINEERSCLIENTSPOSITIONING TIPSCONTACT BRAND ENGINEERS creates brands that are magnetic to customers. Customers know your brand is for them. Your brand exists in a class of its own. Customers chase you, you don’t chase them. Your brand & business are growing strong. Request a consultation. Brand CLIENTS — BRAND ENGINEERS CLIENTS — Brand Engineers. HOME CLIENTS POSITIONING TIPS. “ I wanted to drop you a quick line and thank you again for all your time. I also wanted to let you know how valuable that was for me, and how much I really do appreciate you taking the time to work with us on our small company. It’s all very exciting to see this new approach comeBRANDING STRATEGY
While branding and brand development are the customer facing aspects of your marketing effort, without a solid and carefully crafted positioning strategy, most branding efforts are empty vessels — interesting to look at, but without the strategic backbone necessary to create the deep connections that iconic brands have fostered.POSITIONING TIPS
Targeted Positioning Strategy. Most new products find themselves competing in markets that are becoming more crowded and competitive, increasing the importance of brand positioning strategy. In many instances, an easily recognizable competitive advantage does not exist for these new products. TARGETED POSITIONING STRATEGY Targeted Positioning Strategy. Most new products find themselves competing in markets that are becoming more crowded and competitive, increasing the importance of brand positioning strategy. In many instances, an easily recognizable competitive advantage does not exist for these new products. In fact, at first glance, many customers maysee
POSITIONING STRATEGY It means that the focus is often put on the words being used and not the strategy they are meant to define. It means that the positioning statement that was created is more of a statement of product differences and likely includes all the features that make the product or service different from competitors but does little to create real strategic differentiation or relevance for the customers STRENGTH OF EMOTIONAL BENEFIT IN POSITIONING STRATEGY In this issue of the Positioning Tip®, we want to highlight the power a strong emotional benefit can have in distinguishing your brand. When we refer to an emotional benefit, we don’t mean simply highlighting a product’s functional benefit in an emotional way, we mean a truly emotional benefit; one that your customers experience when they choose your brand over a competitor’s brand.THE WINNING ZONE
Let’s take a quick look at how these quadrants are defined. (1) Your competitor’s positioning connects with your customers and resolves their needs/problems/desires better than your product or service. In this scenario your product is seen as inferior and PERSIL CLASSIC "COMPETITIVE" POSITIONING STRATEGY Persil laundry detergent took on Tide (among others) in a direct challenge to its core benefit of getting clothes cleaner. This is a classic "competitive" positioning platform built from a direct or indirect comparison to a competitive product in an effort to steal share from that competitor. In this case, Persil is direct, clear, andto the
JUST BECAUSE YOU SELL COFFEE DOESN’T MEAN YOU SHOULD TALK There’s a major issue getting in the way of brand success and it seems to be happening all the time. Big businesses, small businesses no one’s immune. Yet, almost everyone you ask can tell you the ‘right’ way to do it WHY POSITIONING MATTERS TO YOUR BRAND'S SUCCESS Is your brand struggling for traction? Have you been changing tactics and messages but it isn't helping? Are you frustrated you haven't been able to turn your brand around? BUILDING YOUR BRAND IN THE FACE OF CORONAVIRUS As a professional marketer or business owner there is no way you look out at the market landscape and think ‘today is no different than yesterday.’ And when I say that, I mean the world of brand marketing, now that we’re nearly three-weeks into a virtual economicshutdown due to
INSIGHTS: POSITIONING'S CRITICAL FOUNDATION Insights: Positioning's Critical Foundation. OK, so you’ve kicked off a positioning effort and have thoroughly dissected the needs of your potential customers, isolated a unique insight that none of your competitors recognize, and are poised to develop the most differentiating and tantalizing positioning your market has everseen--outstanding!
COPYCAT STRATEGY
Like most of you, it is nearly impossible for us to escape the onslaught of fast-food commercials on television. A few weeks ago, for no particular reason, a Burger King commercial caught our attention. The focus of the commercial was to promote the relatively new BigKing.&n
NOT ALL CUSTOMERS HAVE THE SAME VALUE One of the most difficult questions a brand manager needs to answer when considering how to position their product is “who should the target customer be?” On the surface this seems like a pretty simple question, but in reality it is far more difficult to answer WHAT IF YOUR AD ISN'T GETTING IT DONE? This tip has been on my mind for a couple weeks now. I started thinking about it after I received the second of three similar calls over a two-week period. For some reason things happen in threes and apparently so does ineffective advertising, who IF YOUR BRAND DISAPPEARED, WOULD ANYONE GIVE A DAMN According to Havas’ 2019 Meaningful Brands report the answer for most brands is NO. In fact, based on the report’s findings more than of all brands could disappear and no one would care. If you’re a marketer this fact should scare the hell out of you! DO MULTIPLE SEGMENTS REQUIRE DIFFERENT POSITIONINGS At its core, having multiple positions is completely at odds with your primary goal for defining the positioning in the first place; to create a clear, differentiated perception that appeals to your target customer groups. Take the example of BMW, from 20-somethings to middle-aged executives to families, they need to appeal to a widerange of
AVIS STOPS TRYING HARDER Avis Stops Trying Harder. In 1962, Avis CEO Robert Townsend was desperate to find a way to make his ailing company profitable. The story goes that he spoke to employees to try and figure out how to “right the ship” and with the help of their ad agency, DDB, they penned the now famous and iconic tagline “We try harder”. JUST BECAUSE YOU SELL COFFEE DOESN’T MEAN YOU SHOULD TALK There’s a major issue getting in the way of brand success and it seems to be happening all the time. Big businesses, small businesses no one’s immune. Yet, almost everyone you ask can tell you the ‘right’ way to do it BRAND ENGINEERSCLIENTSPOSITIONING TIPSCONTACT BRAND ENGINEERS creates brands that are magnetic to customers. Customers know your brand is for them. Your brand exists in a class of its own. Customers chase you, you don’t chase them. Your brand & business are growing strong. Request a consultation. Brand CLIENTS — BRAND ENGINEERS CLIENTS — Brand Engineers. HOME CLIENTS POSITIONING TIPS. “ I wanted to drop you a quick line and thank you again for all your time. I also wanted to let you know how valuable that was for me, and how much I really do appreciate you taking the time to work with us on our small company. It’s all very exciting to see this new approach come CONTACT — BRAND ENGINEERS CONTACT — Brand Engineers. HOME CLIENTS POSITIONING TIPS. REQUEST A CONSULTATION. Name *. First Name. Last Name. Email Address *. Phone. Enter Your Mobile or Office Number.POSITIONING TIPS
Targeted Positioning Strategy. Most new products find themselves competing in markets that are becoming more crowded and competitive, increasing the importance of brand positioning strategy. In many instances, an easily recognizable competitive advantage does not exist for these new products. POSITIONING STRATEGY It means that the focus is often put on the words being used and not the strategy they are meant to define. It means that the positioning statement that was created is more of a statement of product differences and likely includes all the features that make the product or service different from competitors but does little to create real strategic differentiation or relevance for the customers TARGETED POSITIONING STRATEGY Targeted Positioning Strategy. Most new products find themselves competing in markets that are becoming more crowded and competitive, increasing the importance of brand positioning strategy. In many instances, an easily recognizable competitive advantage does not exist for these new products. In fact, at first glance, many customers maysee
STRENGTH OF EMOTIONAL BENEFIT IN POSITIONING STRATEGY In this issue of the Positioning Tip®, we want to highlight the power a strong emotional benefit can have in distinguishing your brand. When we refer to an emotional benefit, we don’t mean simply highlighting a product’s functional benefit in an emotional way, we mean a truly emotional benefit; one that your customers experience when they choose your brand over a competitor’s brand. PERSIL CLASSIC "COMPETITIVE" POSITIONING STRATEGY Persil laundry detergent took on Tide (among others) in a direct challenge to its core benefit of getting clothes cleaner. This is a classic "competitive" positioning platform built from a direct or indirect comparison to a competitive product in an effort to steal share from that competitor. In this case, Persil is direct, clear, andto the
DO MULTIPLE SEGMENTS REQUIRE DIFFERENT POSITIONINGS At its core, having multiple positions is completely at odds with your primary goal for defining the positioning in the first place; to create a clear, differentiated perception that appeals to your target customer groups. Take the example of BMW, from 20-somethings to middle-aged executives to families, they need to appeal to a widerange of
JUST BECAUSE YOU SELL COFFEE DOESN’T MEAN YOU SHOULD TALK There’s a major issue getting in the way of brand success and it seems to be happening all the time. Big businesses, small businesses no one’s immune. Yet, almost everyone you ask can tell you the ‘right’ way to do it BRAND ENGINEERSCLIENTSPOSITIONING TIPSCONTACT BRAND ENGINEERS creates brands that are magnetic to customers. Customers know your brand is for them. Your brand exists in a class of its own. Customers chase you, you don’t chase them. Your brand & business are growing strong. Request a consultation. Brand CLIENTS — BRAND ENGINEERS CLIENTS — Brand Engineers. HOME CLIENTS POSITIONING TIPS. “ I wanted to drop you a quick line and thank you again for all your time. I also wanted to let you know how valuable that was for me, and how much I really do appreciate you taking the time to work with us on our small company. It’s all very exciting to see this new approach come CONTACT — BRAND ENGINEERS CONTACT — Brand Engineers. HOME CLIENTS POSITIONING TIPS. REQUEST A CONSULTATION. Name *. First Name. Last Name. Email Address *. Phone. Enter Your Mobile or Office Number.POSITIONING TIPS
Targeted Positioning Strategy. Most new products find themselves competing in markets that are becoming more crowded and competitive, increasing the importance of brand positioning strategy. In many instances, an easily recognizable competitive advantage does not exist for these new products. POSITIONING STRATEGY It means that the focus is often put on the words being used and not the strategy they are meant to define. It means that the positioning statement that was created is more of a statement of product differences and likely includes all the features that make the product or service different from competitors but does little to create real strategic differentiation or relevance for the customers TARGETED POSITIONING STRATEGY Targeted Positioning Strategy. Most new products find themselves competing in markets that are becoming more crowded and competitive, increasing the importance of brand positioning strategy. In many instances, an easily recognizable competitive advantage does not exist for these new products. In fact, at first glance, many customers maysee
STRENGTH OF EMOTIONAL BENEFIT IN POSITIONING STRATEGY In this issue of the Positioning Tip®, we want to highlight the power a strong emotional benefit can have in distinguishing your brand. When we refer to an emotional benefit, we don’t mean simply highlighting a product’s functional benefit in an emotional way, we mean a truly emotional benefit; one that your customers experience when they choose your brand over a competitor’s brand. PERSIL CLASSIC "COMPETITIVE" POSITIONING STRATEGY Persil laundry detergent took on Tide (among others) in a direct challenge to its core benefit of getting clothes cleaner. This is a classic "competitive" positioning platform built from a direct or indirect comparison to a competitive product in an effort to steal share from that competitor. In this case, Persil is direct, clear, andto the
DO MULTIPLE SEGMENTS REQUIRE DIFFERENT POSITIONINGS At its core, having multiple positions is completely at odds with your primary goal for defining the positioning in the first place; to create a clear, differentiated perception that appeals to your target customer groups. Take the example of BMW, from 20-somethings to middle-aged executives to families, they need to appeal to a widerange of
JUST BECAUSE YOU SELL COFFEE DOESN’T MEAN YOU SHOULD TALK There’s a major issue getting in the way of brand success and it seems to be happening all the time. Big businesses, small businesses no one’s immune. Yet, almost everyone you ask can tell you the ‘right’ way to do itA PURPOSEFUL BRAND
If you are a marketer or brand manager, the idea of purposefully creating a brand probably seems obvious. An intuitive, almost second nature function required to successfully compete in today's environment. However, for every Intel and Lexus with a well crafted and executed brand strategy, there areCOPYCAT STRATEGY
Like most of you, it is nearly impossible for us to escape the onslaught of fast-food commercials on television. A few weeks ago, for no particular reason, a Burger King commercial caught our attention. The focus of the commercial was to promote the relativelynew Big King.&n
BUILDING YOUR BRAND IN THE FACE OF CORONAVIRUS As a professional marketer or business owner there is no way you look out at the market landscape and think ‘today is no different than yesterday.’ And when I say that, I mean the world of brand marketing, now that we’re nearly three-weeks into a virtual economicshutdown due to
STRONG EMOTIONS HELP BUILD POWERFUL BRANDS, IN THE By focusing on the essence of what the product is and does, the marketer may fail to nurture the budding emotional relationship between the customer and the brand. One sneaker may be as sturdily built and as objectively stylish as any Nike shoe; but NOT ALL CUSTOMERS HAVE THE SAME VALUE One of the most difficult questions a brand manager needs to answer when considering how to position their product is “who should the target customer be?” On the surface this seems like a pretty simple question, but in reality it is far more difficult to answerTHE WINNING ZONE
Let’s take a quick look at how these quadrants are defined. (1) Your competitor’s positioning connects with your customers and resolves their needs/problems/desires better than your product or service. In this scenario your product is seen as inferior and AVIS STOPS TRYING HARDER Avis Stops Trying Harder. In 1962, Avis CEO Robert Townsend was desperate to find a way to make his ailing company profitable. The story goes that he spoke to employees to try and figure out how to “right the ship” and with the help of their ad agency, DDB, they penned the now famous and iconic tagline “We try harder”. DO MULTIPLE SEGMENTS REQUIRE DIFFERENT POSITIONINGS At its core, having multiple positions is completely at odds with your primary goal for defining the positioning in the first place; to create a clear, differentiated perception that appeals to your target customer groups. Take the example of BMW, from 20-somethings to middle-aged executives to families, they need to appeal to a widerange of
CAN YOU BE THE NEXT “CHALLENGE BRAND"? That brings us back to Southwest. Southwest is a true “challenge brand”. They have chosen a positioning and an image that is the complete opposite of the legacy airlines. In fact, their promotions directly highlight how opposite they are: no baggage fees, no fees to change flights, no first class, and no seat assignments. JUST BECAUSE YOU SELL COFFEE DOESN’T MEAN YOU SHOULD TALK There’s a major issue getting in the way of brand success and it seems to be happening all the time. Big businesses, small businesses no one’s immune. Yet, almost everyone you ask can tell you the ‘right’ way to do it BRAND ENGINEERSCLIENTSPOSITIONING TIPSCONTACT BRAND ENGINEERS creates brands that are magnetic to customers. Customers know your brand is for them. Your brand exists in a class of its own. Customers chase you, you don’t chase them. Your brand & business are growing strong. Request a consultation. Brand CLIENTS — BRAND ENGINEERS CLIENTS — Brand Engineers. HOME CLIENTS POSITIONING TIPS. “ I wanted to drop you a quick line and thank you again for all your time. I also wanted to let you know how valuable that was for me, and how much I really do appreciate you taking the time to work with us on our small company. It’s all very exciting to see this new approach come CONTACT — BRAND ENGINEERS CONTACT — Brand Engineers. HOME CLIENTS POSITIONING TIPS. REQUEST A CONSULTATION. Name *. First Name. Last Name. Email Address *. Phone. Enter Your Mobile or Office Number.POSITIONING TIPS
Targeted Positioning Strategy. Most new products find themselves competing in markets that are becoming more crowded and competitive, increasing the importance of brand positioning strategy. In many instances, an easily recognizable competitive advantage does not exist for these new products. POSITIONING STRATEGY It means that the focus is often put on the words being used and not the strategy they are meant to define. It means that the positioning statement that was created is more of a statement of product differences and likely includes all the features that make the product or service different from competitors but does little to create real strategic differentiation or relevance for the customers TARGETED POSITIONING STRATEGY Targeted Positioning Strategy. Most new products find themselves competing in markets that are becoming more crowded and competitive, increasing the importance of brand positioning strategy. In many instances, an easily recognizable competitive advantage does not exist for these new products. In fact, at first glance, many customers maysee
STRENGTH OF EMOTIONAL BENEFIT IN POSITIONING STRATEGYLIST OF EMOTIONAL BENEFITSEMOTIONAL BENEFITS OF A BRANDEMOTIONAL BENEFITS OF EXERCISEEMOTIONAL BENEFITS OF RUNNINGEMOTIONAL BENEFITS OF SPORTS In this issue of the Positioning Tip®, we want to highlight the power a strong emotional benefit can have in distinguishing your brand. When we refer to an emotional benefit, we don’t mean simply highlighting a product’s functional benefit in an emotional way, we mean a truly emotional benefit; one that your customers experience when they choose your brand over a competitor’s brand. PERSIL CLASSIC "COMPETITIVE" POSITIONING STRATEGY Persil laundry detergent took on Tide (among others) in a direct challenge to its core benefit of getting clothes cleaner. This is a classic "competitive" positioning platform built from a direct or indirect comparison to a competitive product in an effort to steal share from that competitor. In this case, Persil is direct, clear, andto the
DO MULTIPLE SEGMENTS REQUIRE DIFFERENT POSITIONINGS At its core, having multiple positions is completely at odds with your primary goal for defining the positioning in the first place; to create a clear, differentiated perception that appeals to your target customer groups. Take the example of BMW, from 20-somethings to middle-aged executives to families, they need to appeal to a widerange of
JUST BECAUSE YOU SELL COFFEE DOESN’T MEAN YOU SHOULD TALK There’s a major issue getting in the way of brand success and it seems to be happening all the time. Big businesses, small businesses no one’s immune. Yet, almost everyone you ask can tell you the ‘right’ way to do it BRAND ENGINEERSCLIENTSPOSITIONING TIPSCONTACT BRAND ENGINEERS creates brands that are magnetic to customers. Customers know your brand is for them. Your brand exists in a class of its own. Customers chase you, you don’t chase them. Your brand & business are growing strong. Request a consultation. Brand CLIENTS — BRAND ENGINEERS CLIENTS — Brand Engineers. HOME CLIENTS POSITIONING TIPS. “ I wanted to drop you a quick line and thank you again for all your time. I also wanted to let you know how valuable that was for me, and how much I really do appreciate you taking the time to work with us on our small company. It’s all very exciting to see this new approach come CONTACT — BRAND ENGINEERS CONTACT — Brand Engineers. HOME CLIENTS POSITIONING TIPS. REQUEST A CONSULTATION. Name *. First Name. Last Name. Email Address *. Phone. Enter Your Mobile or Office Number.POSITIONING TIPS
Targeted Positioning Strategy. Most new products find themselves competing in markets that are becoming more crowded and competitive, increasing the importance of brand positioning strategy. In many instances, an easily recognizable competitive advantage does not exist for these new products. POSITIONING STRATEGY It means that the focus is often put on the words being used and not the strategy they are meant to define. It means that the positioning statement that was created is more of a statement of product differences and likely includes all the features that make the product or service different from competitors but does little to create real strategic differentiation or relevance for the customers TARGETED POSITIONING STRATEGY Targeted Positioning Strategy. Most new products find themselves competing in markets that are becoming more crowded and competitive, increasing the importance of brand positioning strategy. In many instances, an easily recognizable competitive advantage does not exist for these new products. In fact, at first glance, many customers maysee
STRENGTH OF EMOTIONAL BENEFIT IN POSITIONING STRATEGYLIST OF EMOTIONAL BENEFITSEMOTIONAL BENEFITS OF A BRANDEMOTIONAL BENEFITS OF EXERCISEEMOTIONAL BENEFITS OF RUNNINGEMOTIONAL BENEFITS OF SPORTS In this issue of the Positioning Tip®, we want to highlight the power a strong emotional benefit can have in distinguishing your brand. When we refer to an emotional benefit, we don’t mean simply highlighting a product’s functional benefit in an emotional way, we mean a truly emotional benefit; one that your customers experience when they choose your brand over a competitor’s brand. PERSIL CLASSIC "COMPETITIVE" POSITIONING STRATEGY Persil laundry detergent took on Tide (among others) in a direct challenge to its core benefit of getting clothes cleaner. This is a classic "competitive" positioning platform built from a direct or indirect comparison to a competitive product in an effort to steal share from that competitor. In this case, Persil is direct, clear, andto the
DO MULTIPLE SEGMENTS REQUIRE DIFFERENT POSITIONINGS At its core, having multiple positions is completely at odds with your primary goal for defining the positioning in the first place; to create a clear, differentiated perception that appeals to your target customer groups. Take the example of BMW, from 20-somethings to middle-aged executives to families, they need to appeal to a widerange of
JUST BECAUSE YOU SELL COFFEE DOESN’T MEAN YOU SHOULD TALK There’s a major issue getting in the way of brand success and it seems to be happening all the time. Big businesses, small businesses no one’s immune. Yet, almost everyone you ask can tell you the ‘right’ way to do itA PURPOSEFUL BRAND
If you are a marketer or brand manager, the idea of purposefully creating a brand probably seems obvious. An intuitive, almost second nature function required to successfully compete in today's environment. However, for every Intel and Lexus with a well crafted and executed brand strategy, there areCOPYCAT STRATEGY
Like most of you, it is nearly impossible for us to escape the onslaught of fast-food commercials on television. A few weeks ago, for no particular reason, a Burger King commercial caught our attention. The focus of the commercial was to promote the relativelynew Big King.&n
BUILDING YOUR BRAND IN THE FACE OF CORONAVIRUS As a professional marketer or business owner there is no way you look out at the market landscape and think ‘today is no different than yesterday.’ And when I say that, I mean the world of brand marketing, now that we’re nearly three-weeks into a virtual economicshutdown due to
STRONG EMOTIONS HELP BUILD POWERFUL BRANDS, IN THE By focusing on the essence of what the product is and does, the marketer may fail to nurture the budding emotional relationship between the customer and the brand. One sneaker may be as sturdily built and as objectively stylish as any Nike shoe; but NOT ALL CUSTOMERS HAVE THE SAME VALUE One of the most difficult questions a brand manager needs to answer when considering how to position their product is “who should the target customer be?” On the surface this seems like a pretty simple question, but in reality it is far more difficult to answerTHE WINNING ZONE
Let’s take a quick look at how these quadrants are defined. (1) Your competitor’s positioning connects with your customers and resolves their needs/problems/desires better than your product or service. In this scenario your product is seen as inferior and AVIS STOPS TRYING HARDER Avis Stops Trying Harder. In 1962, Avis CEO Robert Townsend was desperate to find a way to make his ailing company profitable. The story goes that he spoke to employees to try and figure out how to “right the ship” and with the help of their ad agency, DDB, they penned the now famous and iconic tagline “We try harder”. DO MULTIPLE SEGMENTS REQUIRE DIFFERENT POSITIONINGS At its core, having multiple positions is completely at odds with your primary goal for defining the positioning in the first place; to create a clear, differentiated perception that appeals to your target customer groups. Take the example of BMW, from 20-somethings to middle-aged executives to families, they need to appeal to a widerange of
CAN YOU BE THE NEXT “CHALLENGE BRAND"? That brings us back to Southwest. Southwest is a true “challenge brand”. They have chosen a positioning and an image that is the complete opposite of the legacy airlines. In fact, their promotions directly highlight how opposite they are: no baggage fees, no fees to change flights, no first class, and no seat assignments. JUST BECAUSE YOU SELL COFFEE DOESN’T MEAN YOU SHOULD TALK There’s a major issue getting in the way of brand success and it seems to be happening all the time. Big businesses, small businesses no one’s immune. Yet, almost everyone you ask can tell you the ‘right’ way to do it BRAND ENGINEERSCLIENTSPOSITIONING TIPSCONTACT BRAND ENGINEERS creates brands that are magnetic to customers. Customers know your brand is for them. Your brand exists in a class of its own. Customers chase you, you don’t chase them. Your brand & business are growing strong. Request a consultation. Brand CLIENTS — BRAND ENGINEERS CLIENTS — Brand Engineers. HOME CLIENTS POSITIONING TIPS. “ I wanted to drop you a quick line and thank you again for all your time. I also wanted to let you know how valuable that was for me, and how much I really do appreciate you taking the time to work with us on our small company. It’s all very exciting to see this new approach come CONTACT — BRAND ENGINEERS CONTACT — Brand Engineers. HOME CLIENTS POSITIONING TIPS. REQUEST A CONSULTATION. Name *. First Name. Last Name. Email Address *. Phone. Enter Your Mobile or Office Number.POSITIONING TIPS
Targeted Positioning Strategy. Most new products find themselves competing in markets that are becoming more crowded and competitive, increasing the importance of brand positioning strategy. In many instances, an easily recognizable competitive advantage does not exist for these new products. POSITIONING STRATEGY It means that the focus is often put on the words being used and not the strategy they are meant to define. It means that the positioning statement that was created is more of a statement of product differences and likely includes all the features that make the product or service different from competitors but does little to create real strategic differentiation or relevance for the customers TARGETED POSITIONING STRATEGY Targeted Positioning Strategy. Most new products find themselves competing in markets that are becoming more crowded and competitive, increasing the importance of brand positioning strategy. In many instances, an easily recognizable competitive advantage does not exist for these new products. In fact, at first glance, many customers maysee
STRENGTH OF EMOTIONAL BENEFIT IN POSITIONING STRATEGYLIST OF EMOTIONAL BENEFITSEMOTIONAL BENEFITS OF A BRANDEMOTIONAL BENEFITS OF EXERCISEEMOTIONAL BENEFITS OF RUNNINGEMOTIONAL BENEFITS OF SPORTS In this issue of the Positioning Tip®, we want to highlight the power a strong emotional benefit can have in distinguishing your brand. When we refer to an emotional benefit, we don’t mean simply highlighting a product’s functional benefit in an emotional way, we mean a truly emotional benefit; one that your customers experience when they choose your brand over a competitor’s brand. PERSIL CLASSIC "COMPETITIVE" POSITIONING STRATEGY Persil laundry detergent took on Tide (among others) in a direct challenge to its core benefit of getting clothes cleaner. This is a classic "competitive" positioning platform built from a direct or indirect comparison to a competitive product in an effort to steal share from that competitor. In this case, Persil is direct, clear, andto the
DO MULTIPLE SEGMENTS REQUIRE DIFFERENT POSITIONINGS At its core, having multiple positions is completely at odds with your primary goal for defining the positioning in the first place; to create a clear, differentiated perception that appeals to your target customer groups. Take the example of BMW, from 20-somethings to middle-aged executives to families, they need to appeal to a widerange of
JUST BECAUSE YOU SELL COFFEE DOESN’T MEAN YOU SHOULD TALK There’s a major issue getting in the way of brand success and it seems to be happening all the time. Big businesses, small businesses no one’s immune. Yet, almost everyone you ask can tell you the ‘right’ way to do it BRAND ENGINEERSCLIENTSPOSITIONING TIPSCONTACT BRAND ENGINEERS creates brands that are magnetic to customers. Customers know your brand is for them. Your brand exists in a class of its own. Customers chase you, you don’t chase them. Your brand & business are growing strong. Request a consultation. Brand CLIENTS — BRAND ENGINEERS CLIENTS — Brand Engineers. HOME CLIENTS POSITIONING TIPS. “ I wanted to drop you a quick line and thank you again for all your time. I also wanted to let you know how valuable that was for me, and how much I really do appreciate you taking the time to work with us on our small company. It’s all very exciting to see this new approach come CONTACT — BRAND ENGINEERS CONTACT — Brand Engineers. HOME CLIENTS POSITIONING TIPS. REQUEST A CONSULTATION. Name *. First Name. Last Name. Email Address *. Phone. Enter Your Mobile or Office Number.POSITIONING TIPS
Targeted Positioning Strategy. Most new products find themselves competing in markets that are becoming more crowded and competitive, increasing the importance of brand positioning strategy. In many instances, an easily recognizable competitive advantage does not exist for these new products. POSITIONING STRATEGY It means that the focus is often put on the words being used and not the strategy they are meant to define. It means that the positioning statement that was created is more of a statement of product differences and likely includes all the features that make the product or service different from competitors but does little to create real strategic differentiation or relevance for the customers TARGETED POSITIONING STRATEGY Targeted Positioning Strategy. Most new products find themselves competing in markets that are becoming more crowded and competitive, increasing the importance of brand positioning strategy. In many instances, an easily recognizable competitive advantage does not exist for these new products. In fact, at first glance, many customers maysee
STRENGTH OF EMOTIONAL BENEFIT IN POSITIONING STRATEGYLIST OF EMOTIONAL BENEFITSEMOTIONAL BENEFITS OF A BRANDEMOTIONAL BENEFITS OF EXERCISEEMOTIONAL BENEFITS OF RUNNINGEMOTIONAL BENEFITS OF SPORTS In this issue of the Positioning Tip®, we want to highlight the power a strong emotional benefit can have in distinguishing your brand. When we refer to an emotional benefit, we don’t mean simply highlighting a product’s functional benefit in an emotional way, we mean a truly emotional benefit; one that your customers experience when they choose your brand over a competitor’s brand. PERSIL CLASSIC "COMPETITIVE" POSITIONING STRATEGY Persil laundry detergent took on Tide (among others) in a direct challenge to its core benefit of getting clothes cleaner. This is a classic "competitive" positioning platform built from a direct or indirect comparison to a competitive product in an effort to steal share from that competitor. In this case, Persil is direct, clear, andto the
DO MULTIPLE SEGMENTS REQUIRE DIFFERENT POSITIONINGS At its core, having multiple positions is completely at odds with your primary goal for defining the positioning in the first place; to create a clear, differentiated perception that appeals to your target customer groups. Take the example of BMW, from 20-somethings to middle-aged executives to families, they need to appeal to a widerange of
JUST BECAUSE YOU SELL COFFEE DOESN’T MEAN YOU SHOULD TALK There’s a major issue getting in the way of brand success and it seems to be happening all the time. Big businesses, small businesses no one’s immune. Yet, almost everyone you ask can tell you the ‘right’ way to do itA PURPOSEFUL BRAND
If you are a marketer or brand manager, the idea of purposefully creating a brand probably seems obvious. An intuitive, almost second nature function required to successfully compete in today's environment. However, for every Intel and Lexus with a well crafted and executed brand strategy, there areCOPYCAT STRATEGY
Like most of you, it is nearly impossible for us to escape the onslaught of fast-food commercials on television. A few weeks ago, for no particular reason, a Burger King commercial caught our attention. The focus of the commercial was to promote the relativelynew Big King.&n
BUILDING YOUR BRAND IN THE FACE OF CORONAVIRUS As a professional marketer or business owner there is no way you look out at the market landscape and think ‘today is no different than yesterday.’ And when I say that, I mean the world of brand marketing, now that we’re nearly three-weeks into a virtual economicshutdown due to
STRONG EMOTIONS HELP BUILD POWERFUL BRANDS, IN THE By focusing on the essence of what the product is and does, the marketer may fail to nurture the budding emotional relationship between the customer and the brand. One sneaker may be as sturdily built and as objectively stylish as any Nike shoe; but NOT ALL CUSTOMERS HAVE THE SAME VALUE One of the most difficult questions a brand manager needs to answer when considering how to position their product is “who should the target customer be?” On the surface this seems like a pretty simple question, but in reality it is far more difficult to answerTHE WINNING ZONE
Let’s take a quick look at how these quadrants are defined. (1) Your competitor’s positioning connects with your customers and resolves their needs/problems/desires better than your product or service. In this scenario your product is seen as inferior and AVIS STOPS TRYING HARDER Avis Stops Trying Harder. In 1962, Avis CEO Robert Townsend was desperate to find a way to make his ailing company profitable. The story goes that he spoke to employees to try and figure out how to “right the ship” and with the help of their ad agency, DDB, they penned the now famous and iconic tagline “We try harder”. DO MULTIPLE SEGMENTS REQUIRE DIFFERENT POSITIONINGS At its core, having multiple positions is completely at odds with your primary goal for defining the positioning in the first place; to create a clear, differentiated perception that appeals to your target customer groups. Take the example of BMW, from 20-somethings to middle-aged executives to families, they need to appeal to a widerange of
CAN YOU BE THE NEXT “CHALLENGE BRAND"? That brings us back to Southwest. Southwest is a true “challenge brand”. They have chosen a positioning and an image that is the complete opposite of the legacy airlines. In fact, their promotions directly highlight how opposite they are: no baggage fees, no fees to change flights, no first class, and no seat assignments. JUST BECAUSE YOU SELL COFFEE DOESN’T MEAN YOU SHOULD TALK There’s a major issue getting in the way of brand success and it seems to be happening all the time. Big businesses, small businesses no one’s immune. Yet, almost everyone you ask can tell you the ‘right’ way to do it BRAND ENGINEERSCLIENTSPOSITIONING TIPSCONTACT BRAND ENGINEERS creates brands that are magnetic to customers. Customers know your brand is for them. Your brand exists in a class of its own. Customers chase you, you don’t chase them. Your brand & business are growing strong. Request a consultation. Brand CLIENTS — BRAND ENGINEERS CLIENTS — Brand Engineers. HOME CLIENTS POSITIONING TIPS. “ I wanted to drop you a quick line and thank you again for all your time. I also wanted to let you know how valuable that was for me, and how much I really do appreciate you taking the time to work with us on our small company. It’s all very exciting to see this new approach come CONTACT — BRAND ENGINEERS CONTACT — Brand Engineers. HOME CLIENTS POSITIONING TIPS. REQUEST A CONSULTATION. Name *. First Name. Last Name. Email Address *. Phone. Enter Your Mobile or Office Number.POSITIONING TIPS
Targeted Positioning Strategy. Most new products find themselves competing in markets that are becoming more crowded and competitive, increasing the importance of brand positioning strategy. In many instances, an easily recognizable competitive advantage does not exist for these new products. POSITIONING STRATEGY It means that the focus is often put on the words being used and not the strategy they are meant to define. It means that the positioning statement that was created is more of a statement of product differences and likely includes all the features that make the product or service different from competitors but does little to create real strategic differentiation or relevance for the customers TARGETED POSITIONING STRATEGY Targeted Positioning Strategy. Most new products find themselves competing in markets that are becoming more crowded and competitive, increasing the importance of brand positioning strategy. In many instances, an easily recognizable competitive advantage does not exist for these new products. In fact, at first glance, many customers maysee
STRENGTH OF EMOTIONAL BENEFIT IN POSITIONING STRATEGYLIST OF EMOTIONAL BENEFITSEMOTIONAL BENEFITS OF A BRANDEMOTIONAL BENEFITS OF EXERCISEEMOTIONAL BENEFITS OF RUNNINGEMOTIONAL BENEFITS OF SPORTS In this issue of the Positioning Tip®, we want to highlight the power a strong emotional benefit can have in distinguishing your brand. When we refer to an emotional benefit, we don’t mean simply highlighting a product’s functional benefit in an emotional way, we mean a truly emotional benefit; one that your customers experience when they choose your brand over a competitor’s brand. PERSIL CLASSIC "COMPETITIVE" POSITIONING STRATEGY Persil laundry detergent took on Tide (among others) in a direct challenge to its core benefit of getting clothes cleaner. This is a classic "competitive" positioning platform built from a direct or indirect comparison to a competitive product in an effort to steal share from that competitor. In this case, Persil is direct, clear, andto the
DO MULTIPLE SEGMENTS REQUIRE DIFFERENT POSITIONINGS At its core, having multiple positions is completely at odds with your primary goal for defining the positioning in the first place; to create a clear, differentiated perception that appeals to your target customer groups. Take the example of BMW, from 20-somethings to middle-aged executives to families, they need to appeal to a widerange of
JUST BECAUSE YOU SELL COFFEE DOESN’T MEAN YOU SHOULD TALK There’s a major issue getting in the way of brand success and it seems to be happening all the time. Big businesses, small businesses no one’s immune. Yet, almost everyone you ask can tell you the ‘right’ way to do it BRAND ENGINEERSCLIENTSPOSITIONING TIPSCONTACT BRAND ENGINEERS creates brands that are magnetic to customers. Customers know your brand is for them. Your brand exists in a class of its own. Customers chase you, you don’t chase them. Your brand & business are growing strong. Request a consultation. Brand CLIENTS — BRAND ENGINEERS CLIENTS — Brand Engineers. HOME CLIENTS POSITIONING TIPS. “ I wanted to drop you a quick line and thank you again for all your time. I also wanted to let you know how valuable that was for me, and how much I really do appreciate you taking the time to work with us on our small company. It’s all very exciting to see this new approach come CONTACT — BRAND ENGINEERS CONTACT — Brand Engineers. HOME CLIENTS POSITIONING TIPS. REQUEST A CONSULTATION. Name *. First Name. Last Name. Email Address *. Phone. Enter Your Mobile or Office Number.POSITIONING TIPS
Targeted Positioning Strategy. Most new products find themselves competing in markets that are becoming more crowded and competitive, increasing the importance of brand positioning strategy. In many instances, an easily recognizable competitive advantage does not exist for these new products. POSITIONING STRATEGY It means that the focus is often put on the words being used and not the strategy they are meant to define. It means that the positioning statement that was created is more of a statement of product differences and likely includes all the features that make the product or service different from competitors but does little to create real strategic differentiation or relevance for the customers TARGETED POSITIONING STRATEGY Targeted Positioning Strategy. Most new products find themselves competing in markets that are becoming more crowded and competitive, increasing the importance of brand positioning strategy. In many instances, an easily recognizable competitive advantage does not exist for these new products. In fact, at first glance, many customers maysee
STRENGTH OF EMOTIONAL BENEFIT IN POSITIONING STRATEGYLIST OF EMOTIONAL BENEFITSEMOTIONAL BENEFITS OF A BRANDEMOTIONAL BENEFITS OF EXERCISEEMOTIONAL BENEFITS OF RUNNINGEMOTIONAL BENEFITS OF SPORTS In this issue of the Positioning Tip®, we want to highlight the power a strong emotional benefit can have in distinguishing your brand. When we refer to an emotional benefit, we don’t mean simply highlighting a product’s functional benefit in an emotional way, we mean a truly emotional benefit; one that your customers experience when they choose your brand over a competitor’s brand. PERSIL CLASSIC "COMPETITIVE" POSITIONING STRATEGY Persil laundry detergent took on Tide (among others) in a direct challenge to its core benefit of getting clothes cleaner. This is a classic "competitive" positioning platform built from a direct or indirect comparison to a competitive product in an effort to steal share from that competitor. In this case, Persil is direct, clear, andto the
DO MULTIPLE SEGMENTS REQUIRE DIFFERENT POSITIONINGS At its core, having multiple positions is completely at odds with your primary goal for defining the positioning in the first place; to create a clear, differentiated perception that appeals to your target customer groups. Take the example of BMW, from 20-somethings to middle-aged executives to families, they need to appeal to a widerange of
JUST BECAUSE YOU SELL COFFEE DOESN’T MEAN YOU SHOULD TALK There’s a major issue getting in the way of brand success and it seems to be happening all the time. Big businesses, small businesses no one’s immune. Yet, almost everyone you ask can tell you the ‘right’ way to do itA PURPOSEFUL BRAND
If you are a marketer or brand manager, the idea of purposefully creating a brand probably seems obvious. An intuitive, almost second nature function required to successfully compete in today's environment. However, for every Intel and Lexus with a well crafted and executed brand strategy, there areCOPYCAT STRATEGY
Like most of you, it is nearly impossible for us to escape the onslaught of fast-food commercials on television. A few weeks ago, for no particular reason, a Burger King commercial caught our attention. The focus of the commercial was to promote the relativelynew Big King.&n
BUILDING YOUR BRAND IN THE FACE OF CORONAVIRUS As a professional marketer or business owner there is no way you look out at the market landscape and think ‘today is no different than yesterday.’ And when I say that, I mean the world of brand marketing, now that we’re nearly three-weeks into a virtual economicshutdown due to
STRONG EMOTIONS HELP BUILD POWERFUL BRANDS, IN THE By focusing on the essence of what the product is and does, the marketer may fail to nurture the budding emotional relationship between the customer and the brand. One sneaker may be as sturdily built and as objectively stylish as any Nike shoe; but NOT ALL CUSTOMERS HAVE THE SAME VALUE One of the most difficult questions a brand manager needs to answer when considering how to position their product is “who should the target customer be?” On the surface this seems like a pretty simple question, but in reality it is far more difficult to answerTHE WINNING ZONE
Let’s take a quick look at how these quadrants are defined. (1) Your competitor’s positioning connects with your customers and resolves their needs/problems/desires better than your product or service. In this scenario your product is seen as inferior and AVIS STOPS TRYING HARDER Avis Stops Trying Harder. In 1962, Avis CEO Robert Townsend was desperate to find a way to make his ailing company profitable. The story goes that he spoke to employees to try and figure out how to “right the ship” and with the help of their ad agency, DDB, they penned the now famous and iconic tagline “We try harder”. DO MULTIPLE SEGMENTS REQUIRE DIFFERENT POSITIONINGS At its core, having multiple positions is completely at odds with your primary goal for defining the positioning in the first place; to create a clear, differentiated perception that appeals to your target customer groups. Take the example of BMW, from 20-somethings to middle-aged executives to families, they need to appeal to a widerange of
CAN YOU BE THE NEXT “CHALLENGE BRAND"? That brings us back to Southwest. Southwest is a true “challenge brand”. They have chosen a positioning and an image that is the complete opposite of the legacy airlines. In fact, their promotions directly highlight how opposite they are: no baggage fees, no fees to change flights, no first class, and no seat assignments. JUST BECAUSE YOU SELL COFFEE DOESN’T MEAN YOU SHOULD TALK There’s a major issue getting in the way of brand success and it seems to be happening all the time. Big businesses, small businesses no one’s immune. Yet, almost everyone you ask can tell you the ‘right’ way to do it HOME CLIENTS POSITIONING TIPS NEW PositioningTip: Just Because You Sell Coffee … HOME CLIENTS POSITIONING TIPSScroll
MOST PRODUCTS & SERVICES DO NOT REACH THE LEVEL OF SUCCESS THAT’S POSSIBLE BECAUSE THEY FAIL TO CONNECT WITH TARGETED CUSTOMERS IN A WAY THAT MAKES THE BRAND MORE RELEVANT THAN COMPETITORSRELEVANCE MATTERS
Here are the cold, hard facts … your target customers have options and the more similar they believe your product or service is to what competitors offer the less likely they are to start buying from you. But, that’s only half the story … CLICK HEREto learn more
BUSINESS STRATEGY
the specific set of guidelines that articulate what a business wants to achieve, for who and in what time period There’s no doubt you recognize the importance of a solid, clearly defined business strategy. But, without a clear sense of what you want your business or brand to achieve it is too easy to waste time and money in an attempt to reach a poorly defined goal. I’d be willing to bet that you didn’t just come up with an idea, put it on paper, and … CLICK HERE to learnmore
BRANDING
a person’s perception of a product, service, or organization that stretches beyond the sum of its tangible attributes The value of a Brand in this hyper-competitive world is unquestionable. Identity, tone, and values all serve to create recognition that is a critical component in broadening the reach and potential success of your product or service. You, like many of the professional marketers and business leaders we work with day-in and day-out, have probably spent … CLICK HEREto learn more
Brand Positioning
Why It Matters
Biz Strategy Title
Business Strategy
Branding Title
Branding
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