Welcome back to the final chapter in our Brand Positioning Series! In our previous video, we discussed the concept of Focus vs. Coverage – do you want to focus on a specific segment or cover the market with your strategy? Next, we detailed out three specific strategies to change your position: Design, Execution, and Communication. …
Welcome back to our Brand Positioning Series. In the past videos, we’ve discussed what positioning is, why it’s important, how to identify needs and demands in the market, position yourself and your competitors around those needs on a map, and then profile the segments of customers that matter most to you. This leaves you with …
Welcome back to our Brand Positioning Series! In the previous module, we showed you how to visualize segments relative to each other, competitors, and yourself on a positioning map. Watch this video to learn how to profile each segment to target the desirable segments more effectively:
In our last video, we talked about buying criteria. What are the buying criteria used in a particular decision or market? How do the buying criteria differ across customers – are they weighted differently? Answering these questions gives rise to segments. Segments are a critical part of positioning. We’ve shown how they can be profiled …
Brand positioning is absolutely vital to the success of your organization. This video series is designed to show how you can determine your position in the marketplace. What are implications of that position, what decisions can you make? We’ve seen cases where companies have made the decision to sell to the wrong customer, to change the wrong …
Brand Positioning Series: What is it? Why is it important? Read More »
