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 …
Welcome to the second module in our Brand Positioning Series: Needs and Demands. Click the link to watch the previous video in the series, What is Brand Positioning and Why Is It Important? In this series, we’re trying to establish the fit of your brand in the marketplace in order to understand and change customer …
