Confused about the difference between positioning statements and value propositions? You’re not alone. These terms are often used interchangeably, but they mean very different things. Continue reading
Since the term “positioning statement” has been consistently the most often searched term on this blog, I’ve posted a short video on how to build a positioning statement. This material is taken directly from my book, The Marketing High Ground where you’ll find more examples, templates, techniques, and case studies that you can apply to your business. Let me know your questions or other topics of interest and I’ll post additional materials.
You can capture a strong position in the mind of the prospect by creating a new category and naming yourself number one. Here are a few fun examples of how some companies created new categories. And the rest is history. Continue reading
When crafting a positioning statement, one of the most challenging items is the category. When done well, new categories feel obvious. Here’s one of my favorite examples of a company that forever changed the way we watch television. Continue reading
A common mistake is confusing features and benefits. When developing a positioning statement, one of the key ingredients is in identifying the most compelling benefit relevant to the target audience or persona. Here’s 5 criteria to help guide you to selecting the best benefit. Continue reading
The customer advisory board (CAB) is quickly becoming a popular tool for aligning a company’s vision and product direction with the needs and priorities of its best customers. If your company is thinking about sponsoring a CAB, or if you want to compare how companies are using theirs to achieve competitive advantage, check out my new two-volume set of guidebooks about CABs.
Posted in Leadership, Voice-of-the-Customer program, Customer Advisory Boards
Tagged Leadership, VOC, Voice of the customer, customer advisory board, customer advisory boards, CAB, CABs, advisory council, executive forum, advisory councils, customer executive forums