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The Need For Proper Positioning
| Guest post by: Enrico Varella |
Article Overview: Sigmund Freud did state that a cigar is a cigar, unless you attach alternate meanings to that ‘fire-stick’. However, in today’s context a watch is not exactly a watch: it is a brand! A brand has a name, and consumers identify with it in an emotional and intellectual way. The way a watch is positioned, dictates its pricing and audience. A product or service can be mainstream, high-end, or for a niche.
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Free Download - Mapping Your Week on Monday By Enrico Varella |
The Need For Proper Positioning
Sigmund Freud did state that a
cigar is a cigar, unless you attach alternate meanings to that ‘fire-stick’. However,
in today’s context a watch is not exactly a watch: it is a brand! A brand has a
name, and consumers identify with it in an emotional and intellectual way. The way
a watch is positioned, dictates its pricing and audience. A product or service can
be mainstream, high-end, or for a niche.
Jack Trout and Al Ries – marketing gurus – wrote the
definitive book ‘Positioning - Battle of the Minds’ which has become a
must-read book for those practising marketing and branding. It can certainly be
extended to leadership.
Positioning also shows you how to:
1) Build your strategy around your competition's
weaknesses
2) Reposition a strong competitor and
create a weak spot
3) Use your present position to its best
advantage
4) Choose the best name for your product
5) Determine when, and why less is more
6) Analyze recent trends that affect your
positioning
Battles may be won without seeing
your adversaries. War of words can take place off-line as well as online. The
digital domain has become a non-physical, yet honest platform for people to air
their emotions and opinions. Each approach has its consequences and impact, and
these must be considered for we leave our imprint behind. Writers like Noam
Chomsky leave their indelible print behind even online. So, when you next share
your message online via social media 2.0, be aware of the implications it may
have on both your existing clients as well as potential ones.
Positioning can build reputations,
notoriety and notoriousness. When you say what you would do, you build your
brand reputation. Positioning defines your reach. Who and how wide do you
intend to reach out? User, beware.
Business Leadership Lessons: How do you earn the hearts and minds of your clients? How
do your customers view you in their mind’s eye? What is your status to them?
How alert and aware are you of the impact of your messages on others? How do
you lead the head, hearts and hands of your people?
Develop Your Positioning Statements
Executive Level Positioning
Your Personal Positioning Statement
What it Takes to Get More Appointments
How Marketing Can Support Sales
Build Your Business on Authenticity
Lose the Jargon: “What do you do?”
Positioning: The core of corporate communications
So, What Do You Do?
Failure of HQ & Sales to Communicate Effectively
The Pull of Positioning
Check Your Brand Positioning in 5 Minutes
What's Your Remarkable Point of View... R.POV8?
How to Position Your Company in the Minds of Consumers
HOW TO GROW YOUR ONLINE SALES BY POSITION YOUR PRODUCT TO THE RELEVANT MARKET
Are You Properly Positioned For Working Capital & Canadian Business Loan Financing – Here’s How
Powerful Branding: Death Cigarettes
Branding: Death Cigarettes
Positioning Statements That Work
Market Positioning: What is it and how do you do it!
Article Tags: branding, business, marketing, message, positioning, reputation
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About the Author: Enrico Varella RSS for Enrico's articles - Visit Enrico's website Click here to visit Enrico's website   Writing Your LustForLife List The Significance of Your Company Culture Enhancing Your Business Language Working Across Borders Never Frown on the Small Business |
Related Forum Posts
Re: What's your top tip for balancing your business and taking t
- Proper Work management meeting your all deadlines....
Re: That First Customer!
- Hey Tristan,
Another thing to consider is to think about how targeted your visitors are. Meaning, are they actually looking for what you have to offer, and if so, are they finding it. Proper keyword research and testing will help you bring in targeted leads from the search engines. I think this will help you get that first customer and keep bringing in more and more customers.
Top 19 Copywriting books
- 1. Ogilvy on Advertising. David Ogilvy. Wiley.
2. Positioning: The Battle for your Mind. Al Ries and Jack Trout. Warner.
3. The New Positioning. Jack Trout. McGraw-Hill.
4. Tested Advertising Methods. John Caples. Prentice-Hall.
5. How to Make your Advertising Make Money. John Caples. Prentice-Hall.
6. Guerrilla Advertising. Jay Conrad Levinson. Houghton Mifflin.
7. Direct Mail Copy that Sells. Herschell Gordon Lewis. Prentice-Hall.
8. Sales Letters that Sizzle. Herschell Gordon Lewis. NTC Business Books.
9. Herschell Gordon Lewis on the Art of Writing Copy. Herschell Gordon Lewis. Prentice-Hall.
10. Romancing the Brand. David Martin. American Management Association.
11. The Art of Writing Advertising: Conversations with William Bernbach, Leo Burnett, George Gribbin, David Ogilvy, Rosser Reeves. NTC Business Books.
12. Confessions of an Advertising Man. David Ogilvy. NTC Business Books.
13. My Life in Advertising. Claude Hopkins. NTC Business Books.
14. Scientific Advertising. Claude Hopkins. NTC Business Books.
15. How to Become an Advertising Man. James Webb Young. NTC Business Books.
16. The Lasker Story as He Told It. NTC Business Books.
17. Advertising Concept and Copy. George Felton. Prentice Hall.
18. The Copy WorkShop Workbook. Bruce Bendinger. The Copy Workshop.
19. Hey, Whipple, Squeeze This: A Guide to Creating Great Ads. Luke Sullivan. Wiley.
This should keep you busy for at least a year.
Enjoy!
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