Positioning

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• For True Brand Loyalty, Build Contextual Marketing Strategy Into Your Brand: Part 1James George
  No question about it, brand loyalty is down since the recession. To fight that trend, marketers have been using short-term tactics—with diminishing results. Something different is needed.
  Brand Loyalty, Brand Management, Brand Positioning, Branding, Customer Loyalty, Customer Relationships, Digital Theory, Marketing Strategy, Positioning, Product Management
• Everything I Learned About Marketing Came From Comedy, Part 2: ImprovKathy Klotz-Guest
  Part 2 of this two-part article series outlines more ways that comedy—in this case, improvisation—can help us become better marketers and connect more easily with our audiences.
  Career Management, Collaboration, Customer-Centric, Customer Insight, Customer Relationships, Humor, Positioning, Value Propositions
• Understand How Buyers Buy: Marketing With the 'Buying Center' Concept [Infographic]Glenn Gow
  Market segmentation and customer insights are only part of what you need to enter the competitive market. You need to take your marketing to the next level.
  B2B Marketing, Behavioral Marketing, Content Marketing, Customer Acquisition, Customer Insight, Inbound Marketing, Lead Generation, Lead Nurturing, Marketing Strategy, Personas, Positioning, Sales, Value Propositions
• How and When to Start Marketing Your Product: Four Steps to FollowOliver Deng
  Don't get hung up on where and when to start your marketing program. These four steps are easy to follow. And if you get them right, you will be well ...
  Market Research, Marketing Strategy, Positioning, Product Management, Product Marketing
• 10 Commandments for Getting the Most Out of Your Naming FirmBeth Gerber
  You bit the bullet and decided to hire a naming firm for your next branding initiative. You researched and you vetted, and you picked a firm that feels like a ...
  Brand Management, Branding, Collaboration, Hiring Outside Resources, Naming, Positioning
• Rethink Your Branding to Create Crazy Love From CustomersTom Shapiro
  Emotions are powerful, and your customers cannot make buying decisions without them. To take your brand from good to ridiculously amazing, focus your marketing on building emotional connections with customers.
  B2C, Brand Loyalty, Brand Positioning, Branding, Customer Behavior, Customer Loyalty, Customer Relationships, Positioning, Product Marketing, Retail Marketing
• Results-Driven Marketing Creative in Four Steps, Part 2: Building a Creative ConceptCameron Avery
  The creative concept helps define the very core of your marketing message. It underpins your campaign content, and encapsulates the major themes to be communicated to your target audience.
  Advertising, B2B Marketing, B2C, Brand Positioning, Creative Briefs, Marketing Strategy, Positioning, Strategy, Value Propositions
• Brand Dracula: Four Branding Lessons From the UndeadMichael DiFrisco
  Bela Lugosi's portrayal of the creepy count continues to inform all depictions of vampires on screen and in books. Because of that consistency and memorability, Dracula can teach us lessons ...
  Brand Awareness, Brand Management, Brand Positioning, Branding, Customer Engagement, Positioning
• 1-800-MARKETING: Transitioning From Service Provider to Value GeneratorLaura Patterson
  There's a difference between being a service organization to Sales and being a value generator for the company. As marketing professionals, our future depends on being the latter. Let's clarify ...
  Career Management, Chief Marketing Officer, Marketing Operations, Marketing Strategy, Measurement, Metrics, Positioning, Sales, Strategy
• It's a Shame You Chose That Name: The Six Biggest Naming MistakesLaurel Sutton
  Naming your new company or product is a huge opportunity. Get it right, and you could put your brand on the map, generate buzz, and spark interest among customers. Get ...
  Brand Management, Branding, Naming, Positioning, Value Propositions
• One Direction's Five Lessons for Building Customer LoyaltyRafe Gomez
  The passionate emotional enthusiasm (and sizable financial expenditures) that 1D inspires among its massive global fan base is not a fluke: It's the result of a meticulously nurtured loyalty-building strategy.
  B2C, Brand Loyalty, Customer Acquisition, Customer Behavior, Customer-Centric, Customer Engagement, Customer Experience, Customer Relationships, Customer Satisfaction, Positioning
• Mark Twain's 10-Sentence Course on Branding and MarketingTom Bentley
  Samuel Clemens created the cherished celebrity known as Mark Twain as surely and craftily as he created Huck Finn. The man had "platform" a century before the concept had circulation.
  Advertising, Brand Loyalty, Brand Management, Brand Positioning, Branding, Career Management, Content, Content Marketing, Humor, Marketing Strategy, Positioning, Writing
• 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, Smartphones, Value Propositions
• Four Tips for Building Fail-Proof Buyer PersonasJustin Gray
  Whether you think it, believe it, or discard it... the truth is that buyer personas are the start of every successful campaign. Every marketer knows that understanding your buyer is ...
  B2B Marketing, Customer Acquisition, Customer Behavior, Customer Insight, Demographics, Lead Generation, Personas, Positioning, Sales, Value Propositions
• 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, Demographics, Gamification, Integrated Marketing, Millennials, Mobile Marketing, Positioning, Product Marketing, Retail Marketing, Social Media, Social Networking
• Stop Saying 'Awesome': Five Best-Practices for Americans Marketing to EuropeBob Boehnlein
  Globalization brings exciting opportunities and enormous challenges for all parts of a business, but nowhere is that more apparent than in the marketing department. Here's how to avoid five common ...
  Customer Communications, Customer Relationships, International Marketing, Location-Based Marketing, Marketing Strategy, Marketing Tips, Permission Email Marketing, Positioning, Segmentation, Strategy
• 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, Sales
• 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, Customer Loyalty, Customer Relationships, Customer Retention, Positioning
• Avoid an Emergency Career Crisis: 14 Tips for Planning Ahead for Your Next JobDebra Feldman
  Anticipation and planning improve your ability to effectively cope with emergencies such as a storm—or a career crisis—even when its timing is uncertain. Those who are always prepared for an ...
  Career Management, Job Search, Positioning, Recession, Social Networking
• 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