• Top 5 Elements of an Annual Business Plan by Donna Bletzinger
  It's that time again: the end of another fiscal year. Time to assess this year's successes and start planning for next year. What does that mean? It means it's time to write your business plan. A business plan can be hundreds ...
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• Five Tips for Small B2B Companies That Depend on Big Channel Partners by Robbie Baxter
  It's a challenge faced by hundreds of small companies: how to get the CXO of a Fortune 1000 company to consider its product. One effective strategy that helped get companies such as Citrix and VMware off the ground is to align ...
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• Webinar Essentials: Five Must-Have Ingredients of Success by Kimberly Smith
  For cooking up new leads or positioning a company as a thought leader and trusted industry resource, webinars serve as an effective tactic. They create dialog and tempt prospects to get to know you better. In fact, webinars can become ...
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• Win/Loss Analysis (Part 1)—A Process for Taking Revenue Up a Notch by Laura Patterson
  When done properly, win/loss analysis provides clarity and insights into customers' perceptions of your product, experiences throughout the sales cycle, and expectations created by your company messaging.
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• 10 High-Impact, Low-Budget Ideas for Marketing in a Down Economy (Part 2) by Jonathan Kranz
  Earlier this month, the author offered five ideas for getting ahead in an economy that's got us down. As promised, here are five more inexpensive (yet powerful!) ideas that can help you and your business come out on top.
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• The Myth of Differentiation by Mike Schultz
  The "need" for differentiation is so well accepted, it's considered simplistic to even make the case for differentiation. Why make a case for something everyone already knows? I disagree. Put some further thought in it. Most everything I've read and heard ...
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• Four Insights on How to Build Your Brand With Today's Luxury Customer by Suzanne Hader
  To inspire long-term relationships with this new breed of luxury consumer, you must understand how they want to relate to your brand.
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• MarketingProfs Podcast: Eduardo Conrado, Using Thought Leadership to Position Motorola by Paul Dunay
  Eduardo Conrado is the Vice President of Global Business and Technology Marketing & Communications for Motorola. His role encompasses three of Motorola's four primary businesses with revenues of over $17 billion: Home & Networks Mobility, Government & Public Safety, and ...
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• 18 Web Marketing Concepts That Make a Difference by Jerry Bader
  These 18 concepts will give you an edge on your competition—or an edge, period. So if the same old left-brain thinking that everybody else is using just doesn't get you where you want to be, try these creative concepts on for ...
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• PR Persuasion: It's All About the Story—and Positioning by Ford Kanzler
  Whether you're attempting to position a company or product as a category leader, gain permission from a community to make changes, or push a law through the legislature, PR needs to tell interesting yet believable stories that make the target ...
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• iPhone Debut Rivals Harry Potter Mania... But Will It Last? (Or, Why the iPhone Is Not a Phone) by Paul Paetz
  Does the hype of the iPhone equal runaway success? Is the game already won? Or will there be an equal and opposite reaction when possibility and excitement about the future gives way to reality, and inevitable issues arise with service, ...
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• How to Avoid Green Marketing Myopia by Jacquelyn A. Ottman
  In 1994, Philips launched "EarthLight," an energy-efficient compact fluorescent light bulb with a clumsy shape that was incompatible with most conventional lamps; it had a confusing package—and a $15 price tag compared with 75 cents for the incandescent bulbs. Sales ...
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• The Bigness of Smallness: How Businesses Can Get Bigger by Acting Smaller by John Moore
  When you think about it, nearly every big business began as a small business. Nike's first sale came from the trunk of a car, and Starbucks began its life as a mom-and-pop coffee shop. But a bigger business doesn't always ...
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• Premium Store Brands: The Hottest Trend in Retailing by Nirmalya Kumar, Jan-Benedict E.M. Steenkamp
  Private labels started as cheap, inferior products and more recently became copycats. Today, best-practice retailers are using "premium store brands" to help position the retailer as a "brand." In fact, the emergence of the new premium private labels is the ...
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• The Devil May Wear Prada, but Everyone Else Wears Isaac Mizrahi by Marti Barletta
  Women love fashion. But fashion doesn't love them. Not real women, at least. Most women aren't supermodels—in fact, the average American woman is 5'4", weighs 140 lbs., and wears a size 14. So most American women find the fashion industry ...
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• Just Do It: How to Create a Memorable Tagline by Carrie Shearer
  Taglines—those few descriptive words that position your brand—set your business apart from the competition and arouse interest in your product or service. The most exceptional taglines can remind potential customers about your brand without mentioning your product, service, or company ...
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• Case Study: Smart Marcomm Strategy Enables Precision Manufacturer to Nearly Double Sales in One Year by Stephanie G. Hlavin
  In the world of engineers, where numbers and measurable impacts reign supreme, marketing communications may seem like a bunch of mumbo jumbo, a pointless exercise in corporate frivolity. But not to electronics components manufacturer Minco.
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• Seven Sure-Fire Ways to Lose an Audience's Attention by Alison Davis
  Want to make sure your message doesn't get through? That your campaign disappears without a trace? That your communication program suffers a quick, painful death? Then be sure to try one of these attention-stoppers.
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• Quality, Service, Price: Meaningless Claims That Can Drive Customers Away by Christine Pilch
  If people pay attention to what interests them and ignore everything else, how can you break through the clutter with a message that people care about? All you have to do is press your customers' hot buttons.
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• The Three Ps of Successful Marketing by Rickey Gold
  The most important areas of marketing are the three Ps: positioning, presentation and panache.
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• Look at Me. Now, Focus.
  These days, companies are scrambling to stay competitive. Is there a silver bullet out there that can help? Something to get you through these tough times? According to Geoffrey Moore ...
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Positioning case studies, deconstructing real life examples and illustrating lessons learned

• How a Small Company Went Global (Without Breaking the Bank)by Lingo24.com
  CASE STUDY: In the age of globalization and the Internet, extending your reach beyond you home market is easier than ever... if you put some strategic thinking behind it.
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• How a Technology Company Leveraged March Madness Live Streaming to Increase Visibility for Its Own Productby eTelemetry
  CASE STUDY: When CBS Sports announced that it would once again live-stream the NCAA March Madness tournament during regular business hours, eTelemetry jumped at the chance to use the event as a prime backdrop for its own campaign.
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• How a Viral Campaign Gave OfficeMax Brand Recognition, Drove Shoppersby OfficeMax, Inc.
  Office supply chain OfficeMax also sells digital cameras and other products popular as holiday gifts—but its customers didn't think of it as a holiday-shopping destination. What's more, it was often confused with its chief rival. A wildly popularly web-based viral marketing campaign helped OfficeMax distinguish itself and encourage shoppers.
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• How a Hearing Aid Company Doubled the Percentage of Sales to Valuable First-Time Buyersby Oticon, Inc.
  The hearing aid industry has suffered from an image problem, because the devices were perceived as ugly and just for the elderly. As a result, just 23% of those who needed hearing aids actually bought them. But based on extensive market research, Oticon, Inc. built a cool hearing aid that appeals to first-time users. In just 18 months, it has achieved nearly double the industry average in the proportion of first-time hearing-aid buyers.
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Positioning online seminar broadcasts from the best minds in marketing

• How to Create Advertising Campaigns that Make Men Do What You WantAttendee rating:  - 5/28/2009
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• Content Marketing: How to Position Your Company as a Trusted Expert ResourceAttendee rating:  - 12/4/2008
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• Direct-to-Consumer PR: Putting the "Public" back in Public RelationsAttendee rating:  - 9/11/2008
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• Using e-Metrics to Optimize Your All-Around Marketing StrategyAttendee rating:  - 4/3/2008
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• Seth Godin: How to Avoid The Meatball SundaeAttendee rating:  - 1/3/2008
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• Get More Customer Mindshare: Developing a Rock-Solid Value PropositionAttendee rating:  - 11/29/2007
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• Jack Trout on Worldwide Positioning: An Encore PresentationAttendee rating:  - 11/28/2007
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• All About Brand You: Building a Stand-Out Marketing CareerAttendee rating:  - 9/20/2007
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• Small Business Series: How to Set Prices the Smart WayAttendee rating:  - 8/17/2007
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• Small Business Series: Positioning, Naming and TaglinesAttendee rating:  - 7/20/2007
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• Customer-Centric Communications: It's All Different NowAttendee rating:  - 5/24/2007
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Positioning marketing downloads for the busy professional

• Small Biz How-To Guide: Positioning, Naming & Taglines
  Spot-on positioning leads to names that attract customers and taglines that sing. Get your small business on the track to marketing success.
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