Positioning vs. Core Idea Marketing Concepts
Often I work with clients who are not exactly sure what a positioning concept is. I know this because that client will send it to me ahead of time, so I can see where they are in the process. Even worse if the “non-positioning” concept has supposedly already been tested with the target audience we can really find ourselves in a bind. As such, I thought a quick review might be...
Read MoreExtraordinary Women Speech – Giving Back (My volunteer life)
CLICK HERE Extraordinary Women – Martha Guidry (3 minute...
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 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...
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