Positioning

Features are all about the product, while benefits are all about the customer. The difference might seem subtle, but using benefits instead of features in your marketing strategy makes a huge difference to how likable your brand is....

Your brand positioning statement is a single sentence that sums up your competitive position - it’s your elevator pitch. If you were to describe to a new hire (or anyone else in the business) how you want people to see your product, your positioning statement would fill that role....

Customer research aims to learn more about the needs and behaviors of customers and to use that information to create products, features, and messaging that resonate with them. In other words, customer research helps you sell your products by tailoring your approach to the needs of your customers....

Competitive differentiation is the process of making your product offerings unique from those of your competitors. In practice, this often means creating or discovering what you do better than them, and emphasizing these aspects of your products or services....

Competitive intelligence lays a strong foundation for differentiated competitive positioning. It gives us a clear sense of common language, product categories, and problem/solution spaces others play in....

Competitive intelligence is your tool for knowing your competitors’ strategies, priorities, strengths, and weaknesses. Armed with this information, you can fine-tune your product strategy and marketing initiatives to win. In other words, competitive intelligence is your ticket to the top....

All marketing activity is either passive or active. The question is, which is the right approach for your business, and how do you know which is best?...

Want customers to choose you over the competition? You need to get your brand strategy right. Here are three brand positioning strategy examples from three different industries....

Guest author Vimal Cherangattu walks you through actionable frameworks and strategies that will elevate your product positioning game to new heights....

In the dynamic landscape of marketing, two essential components play a critical role in achieving business objectives: strategic marketing and tactical marketing. While both approaches are distinct in their focus and scope, they are intricately connected and work together to drive success....

A competitive pricing analysis sees you gather the prices of your competitors’ products over time. You’ll use this data to draw comparisons and conclusions about which direction your own pricing strategy should head in....

Customer reviews are extremely important when it comes to building a brand, yet so many businesses don't realise how many opportunities they're missing. In this post, I'll break down 5 customer review strategies that you can use right away to build your brand and strengthen your brand positioning....

The McKinsey Horizon Model, also known as the Three Horizons Model, is a strategic framework used to identify and manage innovation within an organization....

Not all segmentation methods work for all businesses. If your customers are other businesses, rather than consumers, there are several key need-to-knows that’ll help you avoid pitfalls, create more actionable segments, and boost the results of your campaigns....

Low cost and differentiation are both competitive strategies for growth. They’re attempts at establishing competitive advantages. A low cost provider strategy has you aim to beat the competition on costs. A differentiation strategy has you aim to boost profits by offering more value....