Marketing

For brands anticipating rapid growth, it is helpful to define the product or benefit space in which the brand would like to compete, as Nike did with “athletic performance” and Disney with “family entertainment.” Words that describe the nature of the product or service, or the type of experiences or benefits the brand provides, can be critical to i

You can’t just shout your top ten features at people in a billboard and a website and packaging just like you can’t simply hand someone your résumé at an interview, then lunch, then on a date.

Positioning is the act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market.

Take a position: The best way to position a brand is through a structured approach versus The best way to position a brand is through an unstructured approach.

People almost never buy the process. They buy the result. We really should be selling them what they want to be sold.

The work you put into improving your funnel is effort well spent. But attempts to build a perpetual motion machine of profit almost always end with bitterness, because they require you to push too hard and too fast to do anything that lasts. The goal is to prime the pump with ads that are aimed at neophiliacs, people looking to find you. Then build

Here is nearly every story you see or hear in a nutshell: A CHARACTER who wants something encounters a PROBLEM before they can get it. At the peak of their despair, a GUIDE steps into their lives, gives them a PLAN, and CALLS THEM TO ACTION. That action helps them avoid FAILURE and ends in a SUCCESS.

Often a brand’s positioning transcends its performance considerations. Companies can fashion compelling images that appeal to consumers’ social and psychological needs. The primary explanation for Marlboro’s extraordinary worldwide market share (about 30 percent) is that its “macho cowboy” image has struck a responsive chord with much of the cigare

Category points-of-parity are attributes or benefits that consumers view as essential to a legitimate and credible offering within a certain product or service category. In other words, they represent necessary—but not sufficient— conditions for brand choice.