Part 8 – The “OUR PRODUCT [has this unique selling proposition] element from the positioning statement
The Unique Selling Proposition
Throughout this series of blogs I’ve been examining the format of the positioning statement that we use in our REPAMA consultancy and analysis services.
In this final entry in the series I’m going to close out by looking at the pay-off, the crescendo, the exclamation mark at the end of the positioning statement – the USP or unique selling proposition.
But first, and for one last time, let’s take a look at this element in the context of the complete positioning statement.
FOR [the ideal customer] WHO [has this specific pain or problem] OUR [product name] IS A[product category] THAT PROVIDES [this main benefit and reason… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, esb, go-to-market, marketing, Marketing Strategy, product marketing, usp, Vendor-Related Posts | 
benefit, competition, competitive, Danny Goodall, esb, ESB Guidance, Lustratus, marketing strategy, microsoft, oracle, positioning, positioning statement, product marketing, REPAMA, Strategic Marketing, strategy, tibco, usp | 
Leave a commentPart 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?
- Why use a positioning statement?
- What is the value of a positioning statement?
- What is the format of a positioning statement?
The first thing to say is that over the years, having worked with some of the best product marketing people in the industry, I’ve seen many different approaches to positioning and equally many different formats for positioning statements. Each of them,… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, ideal customer, marketing, Marketing Strategy, pain, positioning, product category, product marketing, product name, reason to buy, usp, Vendor-Related Posts | alternative, benefit, competition, competitive, competitor, Danny Goodall, ideal customer, Lustratus, main benefit, marketing strategy, oracle, pain, positioning, positioning statement, product category, product marketing, product name, REPAMA, Strategic Marketing, strategy, tibco, usp | 1 CommentREPAMA Guide Now Online
Despite being available in “beta” form to REPAMA users for some time, I finally got round to packaging up a publicly downloadable version of the Lustratus REPAMA Guide. This can be downloaded from Lustratus.com for no charge.
I should say a big thank you to clients, colleagues and everyone else who has provided feedback on the guide, which studies should be included and how they should be presented.
So “Thank you”!
And for those looking to understand the product marketing and go-to-market strategies of TIBCO’s competitors in the High Performance Messaging space – specifically Solace Systems’ Content Router, 29West’s LBM and IBM’s WebSphere MQ LLM – I’ve also put the High Performance Messaging REPAMA Segment Analysis Study in… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, go-to-market, high performance middleware, marketing, Marketing Strategy, positioning, product management, product marketing, Vendor-Related Posts | 29West, Competition and Competitive Intelligence, competitive, Content Router, Danny Goodall, go-to-market, ibm, LBM, LLM, low latency messaging, Lustratus, marketing, marketing strategy, middleware, REPAMA, solace systems, strategy, tibco | Leave a commentAn “average” marketing strategy
Mean. It’s a great word isn’t it. But what does mean, mean? If you see what I mean. It’s either hateful, the intended meaning of something or, as I want to use it here – an average. In this case it’s the “average” marketing strategy for a specific marketing segment. What would be the value of knowing the “average” marketing strategy for any number of strategic marketing elements for the segment in which you compete?
i.e. on average for your market segment who is the ideal target customer organisation? On average what job roles do your competitors target? On average which vertical markets are favoured? On average who does your competition see as… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, high performance middleware, ideal customer, job roles, marketing, Marketing Strategy, Marketing Tactics, positioning, product marketing, prospects, Vendor-Related Posts | 29West, competitive, ibm, low latency messaging, Lustratus, marketing strategy, middleware, positioning, REPAMA, solace systems, tibco | Leave a commentA quantum of Solace? (Systems)
So, as I mentioned in my previous blog that Lustratus has been looking at companies in the High Performance Messaging (middleware) space recently. A couple of ex-colleagues from Sonic (Dave Clare and Annalisa Sarasini) have both found themselves in this space, with Solace Systems and 29West respectively. My colleague Steve Craggs is looking to produce a paper on the space so we arranged a couple of briefings.
Steve and I have both served our message oriented apprenticeship. Steve ran IBM’s MQSeries division for many years and I was part of the team at Sonic Software that brought SonicMQ to market and then launched the ESB category. So we both understand the manic vendor space… Continue reading
Posted in All Blog Categories, high performance middleware, marketing, Marketing Strategy | 29West, annalisa sarasini, Danny Goodall, dave clare, high performance messaging, low latency messaging, marketing strategy, mqseries, solace systems, sonic software, sonicmq, steve craggs, talarian, tibco | Leave a comment
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Recent Comments
May 12, 2011 (12:01) The Goodall Technology Reading Ease Index - How Complex is Your Marketing Copy? Hmm. I really do like the name Sarah but what about my ego? If I were to call the index 'GoodRead...
May 12, 2011 (11:36) The Goodall Technology Reading Ease Index - How Complex is Your Marketing Copy? I suggest calling it the GoodRead Index. Maybe it's over-reaching a bit, but you'll just have to ...
October 14, 2010 (4:19) Truth Denied? The Software Appliance Revisited. I hope you could tell that I was being more than a little flippant here Jacques. Perhaps I should...
October 13, 2010 (1:56) Truth Denied? The Software Appliance Revisited. Allow me to disagrre. At a customer, we have used Datapower for years to process XML (BTW, it is ...
June 7, 2010 (4:38) New Report From Lustratus Research: A Competitive Review of SOA Appliances Pete,Thanks for your comments, and those of your colleague. I think Danny has answered the 'mar...
June 4, 2010 (4:03) New Report From Lustratus Research: A Competitive Review of SOA Appliances Hi,I'd very much like to develop a point made in the report where it is asserted that software ...
May 6, 2010 (12:35) New Report From Lustratus Research: A Competitive Review of SOA Appliances Thanks for your comment Blake. This is a marketing-focused blog that looks at different vendors' ...
May 5, 2010 (1:23) New Report From Lustratus Research: A Competitive Review of SOA Appliances Hello There - It seems that this is a very provocative report, especially with respect to the sta...
April 14, 2010 (2:57) The Decision Making Unit for Cloud Computing Nice Technology Related Blog. Will visit again.
October 16, 2009 (5:56) The Decision Making Unit for Cloud Computing Very interesting point of discussion. I would be very interested to hear your results.