There’s a key problem with a lot of marketing.
I’ve spent years in the business, working with companies large and small. I’ve been on the inside as a Vice President, and on the outside as an Executive Consultant.
Read more
There’s a key problem with a lot of marketing.
I’ve spent years in the business, working with companies large and small. I’ve been on the inside as a Vice President, and on the outside as an Executive Consultant.
Read more
Brands occupy space in the mind of the customer. The notion of positioning is a very important concept in product branding. Positioning is really creating a space in the mind of the customer that you can own, and that is not directly under threat from competitors.
The simplest way to think about positioning is to determine the key buyer criteria for your segment. What are the factors that buyers use in comparing products? It could be price, speed, quality, local availability, support, or any one of many possibilities. You need to figure it out. Read more