Drive Your Business with a Well-Articulated Positioning Concept
BMW, Apple, Disney, Ritz Carlton, Coca Cola, Tylenol, Cover Girl cosmetics, Head & Shoulders . . . Behind every successful product, service, or brand is a powerful concept. It is really that simple. Products and services that win in the marketplace are successful in presenting an idea that combines a clear benefit with invisible consumer logic. Whether your business is big or small,...
Read MoreGiving Feedback on a Poorly Written Marketing Concept
Regardless of whether you are a co-worker or a consultant, you will often be put in the position of evaluating someone else’s concept. This is when all your diplomacy skills will come in handy. As a marketer, you want to get the best possible ideas identified in order to push them forward into the next phase. As a researcher, you need to ensure that the best possible articulation of each...
Read MoreMultiple Marketing Positioning Concepts that Are Not Unique from Each Other
One of the major challenges when getting qualitative feedback in some type of venue (online or in-person) is that the client writing the concept is often very close to the business. Sometimes a client will change just a few words and think it really is a different idea. As such, it is difficult to determine if the concepts are really testable, different, and unique to the target...
Read More“Adjective Syndrome” in Marketing Concepts
Clearly the major goal of a positioning concept is to communicate the benefit your product or service offers in a very compelling way. However, a fine balance is needed when trying to bring that concept to life for the consumer. For some, a tendency occurs to get too flowery with many descriptive words and modifiers. I call this the “Adjective Syndrome”–too many adjectives...
Read MoreMarketing Positioning Concept Headlines – Best Practice
The purpose of the positioning concept headline is to summarize the main idea of the product or service. While simple in purpose, sometimes it can be tricky to craft it just right. Here are a couple of tips to keep you on track. Write the concept headline last. The purpose of the headline is to summarize. It actually is particularly difficult to summarize a concept you haven’t written...
Read MoreI Need a New Marketing Positioning. Now!
Your goal in positioning concept development is to identify a winning strategy for your product or service. In some cases, you have no choice in the matter due to what is going on with or around your brand or business. Let’s take a look at a few key instances. 1. Your declining brand needs a new strategy. This, of course, is the most obvious reason for new concept development. The key is...
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