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Guest post by: Enrico Varella Become an Author

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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?

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