Positioning

Positioning: How-to articles covering the latest marketing tactics, tips, and strategies.

• A Tactical Approach to Marketing Strategy: A Marketer's GuidePeter Altschuler
  To plan your marketing, you need a marketing strategy. But how do you create that strategy? You need a tactical approach to understanding where you've been, where you are, where ...
  Marketing Planning, Marketing Strategy, Positioning
• How to Maintain Brand Authenticity in Today's Politically Polarized ClimateBrandon Lewis
  To pick a side or not to pick a side? That is the question plaguing many brands in today's politically polarized environment. Pick a side, and you risk potentially losing ...
  Brand Positioning, Corporate Communications, Customer Relationships, Positioning, Public Relations, Value Propositions
• Innovation Is Not the Key to Success, Reinvention IsRoger Cusa
  Many marketers, business owners, and entrepreneurs think innovation is synonymous with invention—and that to move the needle, we need to come up with a shiny new product, market, or idea. ...
  Brand Positioning, Customer Experience, Customer Service, Marketing Strategy, Positioning, Product Management, Product Marketing
• 11 Powerful Approaches to Marketing Highly Unsexy ProductsRishi Medhi
  The appeal of some products is obvious; they practically sell themselves. Other, "boring" products? Not so much... There is hope, though. Here are 11 powerful ways to market products that, ...
  Advertising, Brand Positioning, Branding, Customer Acquisition, Customer Evangelists, Customer Relationships, Marketing Strategy, Positioning, Sales, Testimonials
• Embrace the Squirrel: How to Achieve Genuine Breakthroughs in Your Communications EffectivenessTim Pollard
  Communication matters. In organizations without effective communication, leaders can't lead, products don't sell, and projects don't get funded. Which presents a paradox: if it's that important, why does most communication ...
  Brand Positioning, Marketing Communications, Positioning, Positioning Statements, PowerPoint, Presentations, Public Speaking
• Four Steps to a Compelling Brand Story That Wins Over CustomersCourtney Apps
  When a brand story is crafted correctly, consumers will be proud to associate with and represent your brand, and they will market it of their own volition via word-of-mouth.
  Brand Loyalty, Brand Positioning, Branding, Content, Positioning, Strategy, Word-of-Mouth
• B2B Sales Reps Are Out of Sync With Buyers, But Is Marketing at Fault?Bruce Scheer
  Too often, salespeople don't understand the buyer's world or needs, and don't know to communicate real value. But whose fault is it? The sellers'? They often get the blame, but ...
  B2B Marketing, Content, Customer Acquisition, Lead Quality, Positioning, Print Collateral, Product Marketing, Sales
• How to Apply Neuromarketing Principles to Improve Marketing Effectiveness (Part 2 of 2)Lawson Abinanti
  Part 1 examined stimuli that get the attention of the decision-making portion of the brain. Part 2 explains how specific tactics appeal to the brain and improve the effectiveness of ...
  Behavioral Marketing, Brand Awareness, Brand Positioning, Branding, Content, Customer Acquisition, Customer Behavior, Marketing Communications, Positioning, Writing
• Improve Your Marketing Communications With Insights From Neuromarketing (Part 1 of 2)Lawson Abinanti
  To ensure your marketing communications engage and convince your audiences, you'll need to understand how the human mind works. These are the six characteristics of the decision-making part of the ...
  Behavioral Marketing, Brand Positioning, Content, Customer Behavior, Customer Experience, Customer Insight, Customer Relationships, Marketing Communications, Positioning, Positioning Statements
• Five Ways to Compete Against Low-Price CompetitorsLaura Patterson
  All of us face a low-cost or low-price competitor at one time or another. The solution isn't to lower your prices and engage in a price war; that just means ...
  Brand Management, Brand Positioning, Marketing Strategy, Positioning, Pricing, Product Management