4 Feb, 2010
Repositioning by Jack Trout
No doubt many of you own and recall the classic Positioning book written some thirty years ago. Inside was a chapter about repositioning aimed at how to reposition your competition. Fast forward to today when there is so much competition (how many brands of toothpaste, cars, soda, electronics are there?) placing your stake in the ground is a different challenge than it was back then. Jack returns to lay a course again and navigate through the competition, change, and crisis that is at every turn.
I talk with Jack about Diet Coke, how to find out what your position is, how to pull off having a sale when times are lean and more.
More about the book at TroutandPartners.com
Repositioning [10:16m]:
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17 Dec, 2008
The Brand Bubble – by John Gerzema.
On one hand we have businesses giving high value to their brands, and on the other hand we have consumers who are showing less and less loyalty to brands. Have you seen this before? A high-perception of value? This is The Brand Bubble. Now that we know the problem, let’s work on a solution. Inside you’ll find a 5-step process to invigorate your brand and give it momentum.
I talk with John about loss of consumer loyalty, what to do about it, and the BrandAsset Valuator, a tool to see where thousands of brands stand in the marketplace.
More about John at www.TheBrandBubble.com.
The Brand Bubble [14:37m]:
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30 Oct, 2008
Relevance by Tim Manners.
Becoming and maintaining a solid brand is no easy feat. Stare at the numbers too long and too much and you lose the connection to your customer, which happen to be human, not a piece of data. Rather than find yourself in the position of having your advertising try to talk someone into something, join Tim to discover how to find innovation that keeps your brand something people want.
I talk with Tim about the overabundance of advertising and its effect, whether its better to be who you are or let the customer decide, and what “Relevance” looks like.
More about Tim at Reveries.com and TimManners.com
18 Oct, 2007
Authenticity by James H. Gilmore and B. Joseph Pine II
What does today’s customer want? Isn’t that the magic question. Yes, today’s consumer wants quality, service and price, but beneath those wavelengths is something of even greater power and momentum for your company – Authenticity.
I talk with Joe about how to render authenticity, being who you say you are and how to be true to yourself. To thine ownself be true, And then it follows as night the day, Thou canst not then be false to any man.
Links:
Website – www.AuthenticityBook.com
Authenticity [19:44m]:
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27 Sep, 2007
Drop Dead Brilliant by Lesley Everett
A company or personal brand doesn’t stop with marketing brochures and websites. Don’t overlook your first impressions, appearances, and body indicators. We don’t normally include those things when we discuss branding but how we present ourself matters when it comes to relating who you are to those you interact with. Put your best foot forward with your dress and appearance!
Links:
Website – www.WalkingTall.org
Drop Dead Brilliant [13:39m]:
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