Blogs about: Points Of Difference
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How to test your brand positioning: is it desirable, deliverable, and differentiated?
Once you and your positioning team have determined what the positioning for your brand should be and identified the points of difference, points of parity, and maybe even a brand mantra, consider chec… more →
Dark Matter Matters
Looking Back, Looking Forward….
wrote 3 months ago: First Published in the FSM Magazine in January 2013. As is traditional at this time of year, we tend … more →
On The Hunting and Stalking of Jobs
wrote 1 year ago: Used to be, that the “job hunt” was more of a gathering deal. You went to the unemployme … more →
How to test your brand positioning: is it desirable, deliverable, and differentiated?
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wrote 1 year ago: Once you and your positioning team have determined what the positioning for your brand should be and … more →
Kevin Keller's five favorite classic brand mantras
wrote 1 year ago: If you’ve read any of the previous brand positioning tips here on my blog, you’ve heard … more →
What is your gift?
wrote 2 years ago: I don’t know if you’re like me, but I am often challenged when someone asks me, “S … more →
Brand positioning tip #13: embedding positioning internally
wrote 2 years ago: If a tree falls in a forest and no one is around to hear it, does it make a sound? I don’t kno … more →
What makes you ‘special and different’?
wrote 2 years ago: According to Marketing Week today, Virgin Atlantic is launching a global £10million campaign focused … more →
Brand positioning tip #10: repetition is the secret ingredient
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wrote 3 years ago: When I was at Red Hat, I sometimes got questions from folks who wanted to know the secret to Red Hat … more →
Brand positioning tip #9: A brand mantra is not a tagline
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wrote 3 years ago: In Brand Positioning Tip #3, I introduced the concept of the brand mantra. The term was originally c … more →
Brand positioning tip #6: build peninsulas, not islands
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wrote 3 years ago: In previous posts about brand positioning, we’ve talked about points of parity & points of … more →
Marketing: It's about Features and Benefits right?
wrote 3 years ago: Marketing has always been a way for business to be able to look at a given market and structure a wa … more →
Brand tip: Call a duck a duck
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wrote 3 years ago: Imagine this: You walk into a pet store, looking for a canary, because, i don’t know, maybe yo … more →
Brand positioning tip #4: brand permission
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wrote 3 years ago: In brand positioning tips 1-3, we discussed the 4 elements of good brand positioning: points of diff … more →
Brand positioning tip #3: the brand mantra
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wrote 3 years ago: In previous posts, we’ve covered three of the four elements of good brand positioning as I lea … more →
Brand positioning tip #2: the competitive frame of reference
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wrote 3 years ago: In Brand Positioning Tip #1, we covered 2 of the 4 key elements of successful brand positioning done … more →
Brand positioning tip #1: points of parity and points of difference
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wrote 3 years ago: In my recent post on the books behind Dark Matter Matters, I mentioned Dr. Kevin Keller from Dartmou … more →
Arcade Tables versus 'the others'
wrote 4 years ago: We know you want to do your homework before you buy an Arcade Table for home … or for your clu … more →
