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Entries Tagged as 'Positioning'

Differetiating your brand – Own a desirable attribute

April 30th, 2008 · No Comments

You can differentiate your brand by owning an attribute. Here you concentrate on a particular characteristic of your offering, whether that be a product or a service. That’s just what Volvo has done, and the attribute they own is safety.

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Tags: Branding Platform · Positioning

Differentiate your brand by being first.

April 28th, 2008 · No Comments

One of the most important “ingredients” in your brand platform is a definition of how you will differentiate your brand from competitive brands. And one of the most powerful differentiators is being first in your product category or industry.

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Tags: Branding Platform · Positioning

Find a branding position you can own

April 7th, 2008 · No Comments

First of all, that means a position no one else in your product category (or adjacent categories) has already occupied.

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Tags: Positioning

Brand differentiation: a key plank in the branding platform

March 18th, 2008 · No Comments

In building a brand platform from which your branding strategies, decisions, elements and activities will arise; the most significant plank is probably the way you plan to differentiate your brand.

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Tags: Branding Platform · Positioning

Can being customer-oriented differentiate your company?

January 7th, 2008 · No Comments

Amazon has taken customer service to an extreme only they seem to be able to commit to. So customer service can differentiate Amazon from their competitors successfully.

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Tags: Positioning · Branding · Branding Strategies

Four statements that convey the essence of brand

January 3rd, 2008 · No Comments

The mission statement, the vision statement, the values statement, the positioning statement are all important to defining a brand. They should each be integrated into your brand platform to guide your brand’s development in alignment with the corporate strategic plan.

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Tags: Mission Statement · Branding Platform · Positioning · Branding · Brand Managment · Corporate Identity · Branding Strategies

So what is a brand platform?

January 2nd, 2008 · No Comments

Last post I wrote about the Mission Statement in the context of the Brand Platform.
Several folks have asked about the brand platform, specifically, what is one?
As the name suggests, it’s the foundation, the beginning of building a brand.
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Tags: Branding Platform, Positioning, Branding, Brand Managment, Branding Strategies, brand development, brand management, brand platform, […]

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Tags: Branding Platform · Positioning · Branding · Brand Managment · Branding Strategies

Target marketing or brand exclusivity: one in the same?

December 27th, 2007 · No Comments

Brand exclusivity might arise from differentiating your service from competitors or by targeting those market segments most responsive to those services.

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Tags: Positioning · Branding · Branding Strategies

Positioning misses the mark for most community banks

December 12th, 2007 · No Comments

Branding can be a big part of differentiating one small bank from another. But as long as bank execs believe their main branding efforts should position them against the giants instead of their primary competitors, their brands aren’t going to be very powerful or successful.

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Tags: Positioning · Corporate Identity · Brand Managment · Branding Strategies

The Partnership of Branding and Positioning:

December 4th, 2007 · No Comments

Branding and positioning go hand-in-hand to provide direction and consistency to a company’s strategic stance. This article defines the two concepts and goes on to identify the multiple factors associated with branding and positioning.

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Tags: Positioning · Branding · Branding Strategies