Brand Positioning

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

The New Branding: Five Tips for Creating Shareable Brand ExperiencesPeter Beck
Today, branding is not about slapping logos on various media. To grow, your brand needs to be providing consumers with disruptive—that is, memorable and sharable—experiences.
Brand Awareness, Brand Management, Brand Positioning, Branding, Customer Experience, Experiential Marketing, Word-of-Mouth
How to Launch a New Brand: Five Tips for an Unforgettable DebutStewart Hodgson
Follow these five steps to create a memorable and effective brand that will help your company stand out from the competition.
Brand Management, Brand Positioning, Branding, Small Business, SMBs
Three Paths for Surging Ahead of the CompetitionEllie Mirman
Market leaders often take one of three paths to beat the competition. See which strategy can work best for your brand.
Brand Management, Brand Positioning, Branding, Market Research, Marketing Strategy
'Don't Chase the New, Innovate the Old': Four Lessons From NikeSoon Yu
Innovating existing products and services rather than chasing the shiny and new is a smart use of resources and energy. And it has a far higher chance of success. It ...
Brand Management, Brand Positioning, Branding, Product Management, Product Marketing
Before Building Brand Awareness, You Need to Assess Brand Value. Here's How to Do Both.Dara Treseder
Imagine you're tasked with planning a trip. Now imagine trying to do that without knowing the trip's starting point... Tough, right? It's the same with a brand-awareness campaign. You won't ...
Brand Awareness, Brand Positioning, Branding, Customer Relationships
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
Three Takeaways for Marketers From the Repositioning of Brand Taylor SwiftKatie L. Fetting
Many of us in marketing recognize that Taylor Swift is a cunning, calculated positioning savant, and the new, edgy, and angry Taylor is nothing but a brand refresh. Here are ...
Brand Awareness, Brand Management, Brand Positioning, Branding
The 10 Most Relevant Brands With US ConsumersAyaz Nanji
Consumers in the United States say Apple, Google, and Amazon are the most "relevant" brands, according to recent research from Prophet.
Brand Management, Brand Positioning, Branding, Research Summaries
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

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

Brand Value, Marketing Humor, and Team Diversity: Dara Treseder of GE on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
The CMO of GE Business Innovations & GE Ventures discusses branding and demand generation, the role of emotions and data in powering your marketing, the importance of a diverse marketing team, and building and measuring brand value.
Brand Positioning, Branding, Demand Generation, Humor, Marketing Smarts
How to Become a Merchandising Rock Star: Andrea Syverson on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Branding and merchandising expert Andrea Syverson explains how brands can become merchandising rock stars, how B2B and B2C brands alike can use merchandising to address customer pain points, and how "verbifying" your brand can help you to focus your marketing ...
Brand Management, Brand Positioning, Branding, Marketing Smarts
Revitalizing a 150-Year-Old Brand: Simon Perkins of The Orvis Company on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Simon Perkins, director of brand marketing at The Orvis Company, tells the story of how the oldest mail-order retailer in the United States evolved into an international outdoor lifestyle retailer with more than $340 million in annual sales.
Brand Loyalty, Brand Management, Brand Positioning, Branding, Direct Marketing, Marketing Smarts, Marketing Strategy, Retail Marketing
Enterprise Branding, Corporate Missions, and Women in Leadership: Alicia Tillman and Lisa Skeete Tatum Talk to Marketing Smarts at SAP Ariba LIVE [Podcast]by Kerry O'Shea Gorgone
Alicia Tillman, chief marketing officer of SAP Ariba, and Lisa Skeete Tatum, co-founder and chief executive officer of Landit, discuss enterprise branding, the importance of embracing a corporate mission, and women in leadership positions.
B2B Marketing, Brand Positioning, Branding, Career Management, Marketing Smarts, Personal Branding, Women
Solve the Mystery of Why People Buy: 'Brand Seduction' Author Daryl Weber on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Branding consultant and former Global Director of Creative Strategy at Coca-Cola Daryl Weber shares insights from his book, Brand Seduction: How Neuroscience Can Help Marketers Build Memorable Brands, and offers tips on how to forge emotional connections with your audience.
Brand Positioning, Branding, Marketing Smarts
'Name That Brand': Naming Expert Mike Pile on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
A brand's name can make or break a business. Naming expert Mike Pile of Uppercase Branding shares his secrets for winning the high-stakes name game.
Brand Awareness, Brand Positioning, Branding, Marketing Smarts, Naming, Positioning
Mastering 'The Physics of Brand': Dan Wallace, Aaron Keller, and Renee Marino on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
The co-authors of The Physics of Brand share insights from the book on building a valuable brand. Authors and marketing experts Dan Wallace, Aaron Keller, and Renee Marino discuss who drives the majority of buying decisions, how you can connect ...
Brand Awareness, Brand Loyalty, Brand Management, Brand Positioning, Branding, Marketing Smarts
Brand Engagement for B2B: Avenue CEO Bob Domenz on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Avenue CEO Bob Domenz discusses brand activation and engagement for B2B organizations.
B2B Marketing, Brand Management, Brand Positioning, Branding, Marketing Smarts
How to Pull Off a B2B Rebrand While Growing Sales and Fighting Slavery: CMO Alicia Tillman on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
SAP Ariba CMO Alicia Tillman discusses the company's rebranding campaign and commitment to ending forced labor throughout the supply chain, and how B2B buyers and B2C buyers are not so different.
Brand Management, Brand Positioning, Branding, Marketing Smarts
Tell Your Brand Story in Just Six Seconds: Bill Fasig on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Can you tell your brand story in six seconds? Because that's all today's consumer will give you. Bill Fasig of TopRight Partners shares the consultancy's process for distilling a complex narrative into a six-second story.
Brand Positioning, Branding, Marketing Smarts, Positioning

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