Positioning

Topics » Articles » Positioning

• Rethinking RadioTom Barnes
  What's next for radio? And why should marketers pay attention?
  Advertising, New Media, Positioning, Value Propositions
• Business School Lessons May Not Always ApplyMike Schultz
  How can (seemingly) solid business thinking hurt us?
  Market Research, Positioning, Product Management, Product Marketing, Services Marketing, Targeting
• Good Positioning Is a SacrificeMichael Fischler
  hen we establish a position in the marketplace, we define ourselves. Which means, by definition, that we also let people know what we don’t do—and for whom we provide no ...
  Marketing Smarter, Positioning, Value Propositions
• A New Marketing Bill of MaterialsTim Riesterer
  It makes sense that a company’s marketing messages, content and other output work to meet the needs of its sales reps and the requirements of the selling process, right? Unfortunately, ...
  Collaboration, Positioning, Print Collateral, Sales, Targeting
• Cause Marketing: Taking a Cue From the Private SectorKathy Klotz-Guest
  Are you working for a nonprofit or promoting a social cause? Many of the for-profit rules about marketing strategy apply there, too.
  Economic Crisis, Marketing Strategy, Nonprofits, Positioning
• Positioning In New MarketsMichael Fischler
  he positioning a product is obvious if a market exists already. But what about avant-garde or cutting-edge products and services? How do you position a brand-spanking-new product when the so-called ...
  Marketing Tips, Positioning, Segmentation, Services Marketing
• What’s Your Value Proposition?Michael Perla
  Here are some of the dynamics and concepts that contribute to a cogent value proposition.
  Positioning, Value Propositions, Writing
• Worst To First: How Mark Cuban Engineered a Team’s Monumental ComebackBen McConnell
  While the Dallas Mavericks came *this close* to the NBA finals, the better story is how Mark Cuban bought a clunker of an NBA team in 2000 and overhauled it ...
  Customer Engagement, Customer Experience, Positioning, Word-of-Mouth
• The Process of Selecting a PositionMichael Fischler
  When it comes to market positioning, there is a Golden Rule: A strong position is one that already exists. Identifying the inherent qualities of a product and then trying to ...
  Collaboration, Positioning, Segmentation
• The Diller RulesDana Blankenhorn
  With Barry Diller's latest purchase, Lendingtree.com, it’s time to look for a pattern in his purchases, and uncover some clues you might benefit from in developing your own Internet strategy.
  Marketing Tips, Positioning
• A Just Cause: Creating Emotional Connections With CustomersBen McConnell
  Companies with a cause -- with a policy of making the world a better place -- often create emotional connections with customers. Those customers in turn tend to become ...
  Customer Engagement, Positioning, Sponsorship
• Smart Marketing For Emerging BusinessesMichael Lehman
  ntrepreneurial companies face a host of unique challenges as they try to establish themselves: low or no awareness in the marketplace; frequent changes in business direction; razor-thin budgets.
  Marketing Tips, Positioning, Small Business, Websites
• The Positioning of PaulineMichael Fischler
  In the last installment of this series, our marketer was teetering--like Pauline in the old serials--perilously on the positioning precipice between corporate and product positions. Time to push her.
  Advertising, Branding, Customer Relationships, Positioning, Segmentation
• Why Do We Need a Marketing Plan Anyway?Gwendaline Mazzara
  o some, writing a marketing plan is a waste of time. Here's a surefire way to get upper management on your side.
  Marketing Plans, Measurement, Positioning
• Why We Need Strong BrandsJeff Doemland
  What makes a company great? Truly great? What makes for a company that acts like a great leader?
  Brand Positioning, Branding, Customer Engagement, Positioning, Value Propositions
• Adopt Positioning Strategies -- Not Strategic PositionsMichael Fischler
  What’s your position in the marketplace?” raises a much more important and more difficult question: “Which marketplace?”
  Marketing Strategy, Positioning, Segmentation, Targeting
• Online Newsletters: Cutting Through ChaosHank Stroll, Tamara Halbritter
  Does your marketing stand out in the sea of information?
  Email Subject Lines, Market Research, Marketing Tips, Newsletters, Positioning, Writing
• What’s Your Hogwash Factor?Michael Fischler
  What's your own company's "hogwash" factor? How much damage are you doing to your company credibility by making unsupportable claims?
  Google, Marketing Smarter, Positioning
• Re-Positioning PositioningMichael Fischler
  The act of positioning is a core element of a successful marketing strategy. This is a change — a healthy one — from the days when it was considered simply ...
  Brand Positioning, Customer Relationships, Positioning, Product Marketing
• The Soccer Marketing SyndromeDavid M. Klein
  Have you ever seen little kids playing organized youth soccer? Without fail, they swarm like bees to wherever the ball is--sideline to sideline, end to end. Some companies market this ...
  Market Research, Positioning, Segmentation