Different differentiation for diffidents? (Corporate Shyness)

I hope you like the alliterative heading for the blog which was born from some work I’ve been doing recently for a client.  I’m not sure that diffident is exactly the right word but there was no way that I was going to ditch it when it looks so beautiful set against all those “diff” […]

“Aim wider”, “focus everywhere” and other oxymorons

I’ve just had a conversation with a friend, an ex-colleague who was picking my brains (for free I might add!) about what he could do to make his sales year look better. I asked him how his product was positioned and where his focus was on the market.He told me, and in doing so mentioned 3 industries, 3 market […]

Positioning and the Positioning Statement

Positioning and the Positioning Statement This page contains a summary of a series of blog entries I made during January and February 2009.  It describes the format of the positioning statement that we use in the REPAMA competitive intelligence methodology. I refer to the concept of positioning and the positioning statement frequently so I wanted […]

Part 7 – The “UNLIKE [the primary alternative]” element from the positioning statement

The Primary Competitor or Alternative I’ve been looking at the positioning statement In this series of blogs.  This entry will focus on the UNLIKE [the primary alternative or competitor] element. So just to recap here we’re constructing a natural language statement that captures a number of key strategic marketing positioning elements.  This particular element in […]

Part 1 – The positioning statement

Positioning Happy 2009! I’ve been in debate with a number of correspondents about the layout and format of the positioning statement that we use in the Lustratus REPAMA-based research.  So I’m going to dedicate the next few blog entries to the positioning statement.  I hope to answer the following questions. What is the positioning statement? […]