On Monday, I watched Charlie Sheen being interviewed by Piers Morgan on CNN. He is an archetypal Hollywood bad boy in a career crisis. From a branding perspective, brand awareness of Charlie Sheen is growing and at the same time his brand reputation is crashing. Charlie Sheen’s interview was fantastic entertainment. …
Critical Branding Conversation: Your Competition
By Pete Kloppenburg We’ve already had a look at one of the most important brand conversations you can have in your company, which is who is our audience? Now let’s look at another key conversation – your competition. As with audience, this conversation can uncover some pretty important differences of …
Brand Positioning Fundamentals – The Customer
As noted in the post Positioning – Much Abused. How to Use here at Distility Branding, for 1day1brand, we use the classic positioning statement that is made up of the elements in the above diagram. 1.Your Target Customer 2.Their Need 3.Their Frame of Reference 4.Your Dramatic Difference(s) 5.Your reason(s) to believe Together …
Positioning – Much Abused, How to Use
Positioning – Much Abused. How to Use. Sales Guy #1: So What’s Your Positioning? sales Guy #2: We’re a global leading manufacturer of rubber chickens. Ouch. Poor Positioning. She is so misunderstood. Maybe even the most abused term in Marketing. Here’s the bottom line. Positioning needs to be relative to …