always positive, looking forward
There seems to be two schools of thought when it comes to branding. The first turns the whole process into an abstract and rather complex procedure, mired in mystery, complex formulas, and expensive agencies. No doubt, there is a time and place for this type of branding. If you are big company with lots of [...]
Deciding on where you will position your company can be a huge challenge. Competition is fierce. Often times, you are competing with other local shops, regional competitors, and large national chains. Some of them are more savvy than others when it comes to branding and positioning. However, taking the time to position your small business is probably one of the most important things you can do to ensure the long-term survival of your business.
As we have discussed this week, there are a variety of ways in which to differentiate or position your small business. But have you ever tried something, maybe launched a new product, only to have your competitors copy what you’ve done? It is frustrating, but expected. Remember when Apple launched the iPhone? How did their [...]
Finding a unique way to position your business can be a major challenge, especially if you are a small business that is being challenged by a big box retailer or national competitor. But don’t despair. Even they have their weaknesses.
Have you ever tried to stand out in a crowd, whether at work or in your daily life? Maybe you wanted to show your boss that you offered something that none of your fellow employees could do? Perhaps you found an interesting person to date and suddenly realized that several other people were also interested in him or her? What did you do to stand out from everyone else?
Is it possible to take something as ordinary as a blender and actually make it extraordinary? One company has come up with a hilarious way to accomplish just that.
Blendtec is the maker of high-end, industrial strength blenders. But how have they stood out from the competition?
Did you ever notice that there aren’t many music stores around? It used to be you could run to the mall where there would be a music store that sold almost any album around. They even sold posters, music books, and all sorts of memorabilia. And now, almost all of those stores are gone.
Everyone loves eating a good breakfast. I love scrambled eggs, sausage and a nice piece of french toast. Throw in a great cup of coffee and I couldn’t be happier. My ultimate favorite is the croissant sandwich with egg and sausage from Kneaders, a cool little bakery-style cafe. Problem is, not everyone loves the same things I do. Some people prefer eggs; others like pancakes; and there are those that love the breakfast buffet.
Staples has worked very hard to differentiate themselves from their competitors. Several years ago, they launched their “Easy” button marketing campaign, positioning themselves as the “easier” location to shop for all your business needs. It was a great move for the company and they largely succeeded in their efforts.
I was asked an interesting question the other day during a presentation I was giving about the importance of branding, consumer loyalty and word of mouth: Why in the world would you want to focus on a few customers instead of going after them all? This is an excellent question and it got me to thinking about another situation we can all relate to – dating. So, instead of delving deeper into the ins and outs of differentiation, positioning, and why focusing on a small clientele is important. Let’s take a look at this issue from a whole new perspective.
, by Charles Duhigg 
, by Patrick Lencioni 
, by Joan Magretta 
, by Michael Hyatt 
, by Susan Cain 
, by Guy Kawasaki 
, by Ann Rhoades 
, by Mark Sisson 
, by Fred Reichfeld 
, by Geoff Colvin
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