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SEO Master Class - Steve Wiideman, Wiideman Consulting Group
Unlocking the Mystery of the Voynich Manuscript
Unlocking the Mystery of the Voynich Manuscript
Martal Group - B2B Lead Gen Agency - Onboarding Overview
Martal Group - B2B Lead Gen Agency - Onboarding Overview
The Science of Landing Page Messaging.pdf
The Science of Landing Page Messaging.pdf
What is Google Search Console and What is it provide?
What is Google Search Console and What is it provide?
Digital Strategy Master Class - Andrew Rupert
Digital Strategy Master Class - Andrew Rupert
Branding strategies of new company .pptx
Branding strategies of new company .pptx
Foundation First - Why Your Website and Content Matters - David Pisarek
Foundation First - Why Your Website and Content Matters - David Pisarek
How to Create a Social Media Plan Like a Pro - Jordan Scheltgen
How to Create a Social Media Plan Like a Pro - Jordan Scheltgen
Generative AI Master Class - Generative AI, Unleash Creative Opportunity - Pe...
Generative AI Master Class - Generative AI, Unleash Creative Opportunity - Pe...
Kraft Mac and Cheese campaign presentation
Kraft Mac and Cheese campaign presentation
How to Leverage Behavioral Science Insights for Direct Mail Success
How to Leverage Behavioral Science Insights for Direct Mail Success
personal branding kit for music business
personal branding kit for music business
Situation Analysis | Management Company.
Situation Analysis | Management Company.
Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
BDSM⚡Call Girls in Sector 128 Noida Escorts >༒8448380779 Escort Service
BDSM⚡Call Girls in Sector 128 Noida Escorts >༒8448380779 Escort Service
Labour Day Celebrating Workers and Their Contributions.pptx
Labour Day Celebrating Workers and Their Contributions.pptx
FULL ENJOY Call Girls In Majnu.Ka.Tilla Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu.Ka.Tilla Delhi Contact Us 8377877756
Digital-Marketing-Into-by-Zoraiz-Ahmad.pptx
Digital-Marketing-Into-by-Zoraiz-Ahmad.pptx
Factors-Influencing-Branding-Strategies.pptx
Factors-Influencing-Branding-Strategies.pptx
Chapter 10 crafting the brand positioning
1.
Crafting the Brand
Positioning How can you make your product stand out? Belinda B. Ella February 6, 2014
2.
Positioning act of designing
the company’s offering and image to occupy a distinctive place in the mind of the target market.
3.
Positioning Strategy
4.
Competitive Frame of
Reference • Identify competitors • Analyze competitors
5.
Points of Parity (POPs) Points
of Difference (PODs) • Associations that may be shared with other brands • Attributes or benefits unique to a certain brand
6.
Brand Mantra • Articulation
of the heart and soul of the brand • Short three- to five- word phrases
7.
Coca-Cola Positioning • Competitive
frame of reference – Colas? – Non-alcoholic? • Points of difference – Distinctive taste profile – Optimistic view of life – Classic, iconic symbolism & imagery
8.
Coca-Cola Positioning • Points
of parity – Contemporary, up-to-date – Refreshing flavor • Brand slogan – “Coke Side of Life”
9.
Be DIFFERENT. Be UNIQUE.
10.
Be DIFFERENT. Be UNIQUE.