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

• Four Steps for Using Images in Your Brand's Social StrategyStephen Shepherd
  As a marketer, how can you effectively use brand images in social marketing? What are some proven tips and tricks to incorporate images into your social content mix? Here are ...
  Brand Awareness, Brand Management, Brand Positioning, Branding, Content, Content Marketing, Creativity, Customer Engagement, Customer Loyalty, Facebook
• Wherefore Art Thou, J. Peterman? The Quest for Social EngagementDilip Venkatachari
  J. Peterman is a brand with far more personality than most. However, somehow, it got lost along the winding road to the social Web, and it's a tragedy that's costing ...
  Brand Awareness, Brand Management, Brand Positioning, Branding, Content, Content Marketing, Copywriting, Creativity, Customer Retention, Facebook
• Manage Your Marketing Career in 3DWilliam Arruda, Deb Dib
  Many career-minded marketing professionals we coach tell us they are too busy working in their career to work on it. Sound familiar? If so, it's time to switch from autopilot ...
  Brand Management, Brand Positioning, Branding, Career Management, Reputation Management
• Mobile Innovation (Part 6): Innovating Value Propositions Through MobileChristina "CK" Kerley
  Value propositions are the heart, soul, and epicenter of a business. They reflect its market positioning while communicating the core promises it makes to its customers. Let's look at three ...
  B2C, Brand Positioning, Content, Customer Experience, Customer Relationships, Digital Theory, Inbound Marketing, Marketing Strategy, Mobile Marketing, Positioning
• Five Steps to Improve Your Marketing to Generation-YJoeri Van den Bergh
  Millennials grew up with the Internet, and they are used to having everything at their fingertips. After interviews with 21 global marketing executives, we defined a five-step plan for improving ...
  Advertising, B2C, Brand Loyalty, Brand Positioning, Community, Customer Behavior, Customer Engagement, Customer Experience, Customer Insight, Customer Relationships
• B2Bs Struggling With Online Marketing Mix; Sales Cycle Gets LongerVahe Habeshian
  US B2B marketers are struggling to optimize their online marketing mix, with many unable to segment and target the right decision-makers or measure program success across the entire marketing funnel, ...
  B2B Marketing, Brand Positioning, Branding, Channel Marketing, Lead Generation, Marketing Challenges, Marketing Strategy, Measurement, Positioning, Research Summaries
• Four Ways to Create an Army of Fans for Your BrandMack Collier
  Why do rock stars have fans but companies have customers? The short answer: that's what rock stars and companies want to have. But if you think like a rock star, ...
  Brand Ambassadors, Brand Loyalty, Brand Positioning, Community, Customer Acquisition, Customer Advisory Programs, Customer Behavior, Customer Engagement, Customer Evangelists, Customer Insight
• A Weight Watchers Case Study: How Smart Marketing Pays OffMatthew Denos
  Weight Watchers is clearly the dominant company among weight-loss centers and programs. So what are the company's marketing secrets? Let's take a look at six savvy principles Weight Watchers has ...
  B2C, Brand Positioning, Customer Behavior, Customer Relationships, Marketing Strategy, Positioning, Product Marketing
• How to Tell a Visual Story (Even You, B2B): A Marketer's GuideAnn Handley, Nick Westergaard
  As storytelling becomes more and more part of marketing, another trend is coming clearly into focus: Brands are becoming more visual. Businesses that aren't ready for this visual revolution will ...
  B2B Marketing, Brand Positioning, Branding, Community, Content, Content Marketing, Digital Theory, Facebook, Google+, Inbound Marketing
• Three Things You Need to Know When Building Your Brand in ChinaMark Tanner
  China has become one of the most competitive consumer markets in the world. In such a dynamic market, building a strong brand is imperative if you are to be picked ...
  Advertising, Brand Awareness, Brand Loyalty, Brand Management, Brand Positioning, Branding, Customer Behavior, Customer Relationships, International Marketing, Social Media

Brand Positioning: Podcasts containing in-depth interviews with smart marketers from all walks of life.

• Does Your Brand Have a Visual Hammer? Laura Ries on Marketing Smarts [Podcast]by Matthew Grant
  This week's guest , Laura Ries, believes in tying a brand's core message (the "verbal nail") to a striking visual image (the "visual hammer"). Her premise is straightforward: To leave a lasting impression on the mind of customers and potential ...
  Brand Positioning, Branding, Marketing Smarts, Positioning

Brand Positioning: Online seminar broadcasts from the best minds in marketing

• Brand Yourself: Busting the Nine-Second BarrierBroadcast on 3/14/2013 with KiKi L'Italien
  This PRO seminar will teach you how to establish a cohesive personal brand, have better personal relationships, and live the life you were meant to live.
  Brand Positioning, Branding, Personal Branding, Strategy
• How to Become a Trusted Brand and Industry LeaderBroadcast on 1/17/2013 with John Morgan
  In this PRO seminar, you'll learn how to position your brand as a go-to authority in your industry. We'll discuss how to increase your visibility and explore the critical difference between marketing and branding (and how an understanding of that difference can help you).
  Brand Awareness, Brand Positioning, Branding, Marketing Strategy, Strategy
• Ten Best Practices for Performing Competitive TeardownsBroadcast on 7/26/2012 with Sean Campbell
  You'll learn the do's and don'ts of acquiring competitors' solutions, methods to perform the teardown effectively and fairly, and how you can use the results to improve your marketing and sales collateral.
  Benchmarking, Brand Management, Brand Positioning, Market Research, Marketing Strategy, Positioning, Product Management
• How to Hammer Your Brand Into the Minds of Your ConsumersBroadcast on 7/19/2012 with Laura Ries
  In this PRO seminar, you'll learn about the ten types of visual hammers, why you need one, and how to find the perfect one for your brand.
  Brand Awareness, Brand Positioning, Branding, Customer Behavior, Logos, Strategy
• How to Get the Most Out of Your Facebook AdsBroadcast on 5/17/2012 with Eshwar Belani
  Learn how to dramatically improve the effectiveness, reach, and ROI of your Facebook campaigns and how to use ad targeting and optimization tools outside of Facebook to create, launch, and test thousands of ads targeted at just as many (if not more) micro-segments.
  Ad Copy, Advertising, Brand Positioning, Community, Customer Behavior, Digital Marketing, Facebook, Interactive Marketing, Social Media, Social Networking
• Scaling Social Business: How Brands Can Build Their Business Now (and Position for What's Next in Social Media)Broadcast on 5/13/2010 with Jeremiah Owyang
  This presentation with one of marketing's most forward-thinking leaders addresses how companies should be looking at their current social media strategy and objectives, with an eye on the future.
  Brand Positioning, Customer Behavior, Digital Theory, Forecasts, Marketing Challenges, Marketing Strategy, Scenarios, Social Business, Social Media
• Harnessing a Portfolio of Brands: The Harrah’s StoryBroadcast on 2/21/2008 with Kevin O'Donnell, Lisa Marchese
  What happens in Vegas stays in Vegas, or at least, that's what most people like to believe ... In this seminar, however, we unlock the doors to this legendary city of sin and invite you behind the scenes to hear how the largest casino operator in the world uses brand to compete and win in the fiercely competitive and ever-changing market that is Las Vegas.
  Brand Awareness, Brand Positioning, Branding, Collaboration, Customer Experience
• Small Business Series: How to Set Prices the Smart WayBroadcast on 8/17/2007 with Michael Goodman
  Pricing strategy is the sleeping giant of marketing strategy. The marketing mix element with perhaps the greatest potential to affect the bottom line and properly position a brand or a company with its target audience—yet the one most often relegated to a simple financial or sales decision, without regard for its impact on the brand. This seminar will address the role of pricing as a marketing tool, and ...
  Brand Positioning, Marketing Strategy, Measurement, Positioning, Pricing, Small Business
• Ten Cravings of Generation X and Y: Satisfying This Young and Lucrative MarketBroadcast on 7/26/2007 with Lisa Johnson
  Today's 18-to-40-year-olds are savvy, sophisticated, and immune to conventional marketing strategies. But the buying habits of this lucrative market can be anticipated—and this seminar will reveal what works. Lisa Johnson, author, consumer expert and CEO of the Reach Group, uses her groundbreaking qualitative research, plus dozens of interviews with maverick thinkers to identify this connected generation’s new rules for engagement.
  Brand Awareness, Brand Positioning, Marketing Plans, Marketing Tips, Targeting
• How to Build Your Customer Experience Framework in Five Steps, with Columbia Business School Professor Bernd SchmittBroadcast on 5/18/2006 with Professor Bernd Schmitt
  In this seminar, Bernd Schmitt introduces the five-step Customer Experience Management (CEM) framework, a comprehensive tool for managing the customer experience and connecting with customers at every touch-point.
  Advertising, Brand Positioning, Customer Engagement, Customer Experience, Marketing Tips, Segmentation, Websites

Brand Positioning: Tutorials — tactical marketing know-how in just 10 minutes from subject matter experts

• Take 10: Striking The Balance Between Merchandising and Branding for Your Ecommerce WebsiteReleased on 6/7/2013 with Brent Niemuth
  In just 10 minutes, learn how to appeal to basic human instincts and create an online experience that will delight anyone who visits your site while encouraging sales.
  Brand Positioning, Branding, Customer Behavior, Digital Marketing, E-Commerce, Online Marketing, Take 10, Websites
• Take 10: How to Build a Socially Savvy BrandReleased on 2/15/2013 with Heidi Cohen
  In just 10 minutes, you'll learn how to define all aspects of your brand, from colors to images, sound, video, the tangible and intangible elements, and more.
  Brand Management, Brand Positioning, Branding, Digital Marketing, Marketing Strategy, Social Media, Take 10
• Take 10: Six Ways to Turn Your Brand Into Eye Candy for Your ConsumersReleased on 6/1/2012 with Nick Westergaard
  In just 10 minutes, you'll learn how to proactively prepare your brand for this social visual revolution and ensure that you have a sexy and cohesive brand image that's ready for consumption by your audience.
  Brand Management, Brand Positioning, Branding, Integrated Marketing, Interactive Marketing, Logos, Social Media, Take 10
• Take 10: Four Ways to Monetize Local Daily DealsReleased on 5/18/2012 with Amy Fowler
  Just like everything else, there's a right way and a wrong way to add daily deals into your marketing mix. In just 10 minutes, you'll learn the right way to make daily deals lucrative for your business.
  Advertising, Brand Positioning, Branding, Local Marketing, Location-Based Marketing, Marketing Strategy, Marketing Tips, Pricing, Promotions, Take 10