POSITIONING
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Brand Identity Is Not Brand Image Is Not Brand Positioning
There's a difference between brand identify and brand image. And it makes all the difference in the world. We live in an era of mass information and with that comes mass confusion. The world of marketing is no stranger to the concepts of confusion,...
The Empowered Consumer Requires Better Positioning
The Empowered Consumer ChallengePOSITIONING MAKES ALL THE DIFFERENCEThe explosion of digital marketing over the past decade has created the most complex challenge of all for brand owners, marketers, consultants and agencies: the ‘Empowered Consumer’.The...
Competitors Are Not The Competition
Competitors Are Not The CompetitionMAKE SURE YOU'RE TARGETING THE RIGHT ONEWTF? No, it’s not just another example of semantics or conflation of language, it’s another example of misuse of terminology that got swept up into the lexicon of marketing language...
Competitive De-Positioning
Competitive De-PositioningTHE WIN FOR COMPETITIVE COMPARISONIf brand positioning is the science and art of creating and deploying messages that create perceptions in the minds of your target markets, and if we accept that it’s the sum of all the...
Branding vs Positioning – What’s the Difference?
Branding vs. Positioning - What's The Difference?WHY MARKETERS NEED TO KNOW THIS!As a practitioner and teacher of brand positioning for more than 35 years, it was just a matter of time before the question “What’s the difference between branding and...
Re-Positioning: When It’s Time For A Change In Direction
Re-Positioning: When It's Time To Change Direction RE-POSITIONING: DETOUR AHEAD!Re-positioning is the deployment of a major change in positioning for a brand, service, company or product. This can be quite a challenge, especially for well-established or...
Controlling Consumer Buying Decisions – Part 1
Controlling Consumer Buying Decisions – Part 1 THE ESSENCE OF POSITIONINGYou want consumers to buy your brand, product or service, and not those of your competitors. Your competitors feel the same way about you. So who gets to catch the fish?While the...
Clearing Up Confusion About Competition
Confused About Competition?In The Positioning Matrix™, I talk a lot about the critical tactic of ‘de-positioning’ which is meant to influence the way your target consumers (or for agencies and consultants, your target client prospects) make their...
