Positioning: Who Cares?

Tuesday, September 2nd, 2008 Posted in Collateral, Differentiation, Market Positioning, Marketing, Marketing Communications, Messaging, Outbound Communications, Sales | No Comments »

There are two granite compasses in my backyard.  One is aligned with true north; the other is aligned with magnetic north: 15° west of true north.  This summer someone asked ... Read more..

Summer Reading: Marketing Strategy Lifts Sales

Thursday, July 31st, 2008 Posted in Differentiation, Market Positioning, Market Segmentation, Marketing, Messaging, Sales | 4 Comments »

OK, this may not be the kind of post that you print off and bring on vacation, but summer isn't just about the light reading we stuff into our beach ... Read more..

Netflix vs. Bloggers: Listen Up

Thursday, July 3rd, 2008 Posted in Blogging, Market Positioning, Marketing, Marketing Communications, Messaging, Outbound Communications, Social Networking | 2 Comments »

I like movies. Actually, I love movies. So it should come as no surprise that I am one of Netflix's eight and a quarter million subscribers. Two ... Read more..

Reader Favorites: Our Ten Most Popular Posts

Thursday, June 26th, 2008 Posted in Blogging, Branding, Collateral, Differentiation, Internal Communications, Lead Generation, Market Positioning, Market Segmentation, Marketing, Marketing Communications, Messaging, Outbound Communications, Sales, Social Networking, Verbal Brand, Web | 2 Comments »

Every now and then, it's fun to take a walk down memory lane.  So today, I logged into Google Analytics and punched up the content page to find out what our ... Read more..

Differentiation: Separating from the Crowded Pack

Thursday, May 22nd, 2008 Posted in Differentiation, Market Positioning, Market Segmentation, Marketing, Verbal Brand | No Comments »

Once a company has segmented its target markets and positioned itself in context of the business issues and market requirements its customers care about, it is important to conduct a ... Read more..

Brand Naming: Get Happy

Tuesday, May 13th, 2008 Posted in Branding, Market Positioning, Marketing, Messaging | 2 Comments »

In the movie Happy Gilmore, despite his on- and off-course antics, Happy was allowed to continue on the professional golf tour because he attracted a whole new crowd of enthusiasts. ... Read more..

Mission Statement: Make it Possible

Thursday, March 20th, 2008 Posted in Branding, Internal Communications, Market Positioning, Marketing, Marketing Communications, Verbal Brand | Comments Off

Today's post by Drew McLellan asks how marketers can create mission statements that avoid the ambiguous and vague Dilbert version and actually define an organization's reason for being. Being movie ... Read more..

Buying Cycle: In Their Shoes

Thursday, February 14th, 2008 Posted in Market Positioning, Marketing, Sales | No Comments »

In a recent post, Aaron Ross writes "stop obsessing over the decision maker, and start obsessing over the decision making process." These words are spot on, especially in the ... Read more..

Objection Management: The Other Positioning

Monday, January 28th, 2008 Posted in Market Positioning, Marketing, Marketing Communications, Messaging | No Comments »

In marketing, we hear the word "positioning" tossed around liberally. Some days it is used to describe that fuzzy concept of making a product sound more like a pal. ... Read more..

Getting The Brand Back Together: Consistency

Monday, January 7th, 2008 Posted in Branding, Collateral, Marketing, Messaging, Verbal Brand | No Comments »

A funny thing happened when I sat down for a grilled cheese sandwich this weekend - I thought about branding. It wasn't because the oozing cheddar or heaping ... Read more..

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