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Ways to Differentiate a Brand: Owning an Attribute
Manage episode 366515798 series 3474630
Inhoud geleverd door Mark Vandegrift and Lorraine Kessler, Mark Vandegrift, and Lorraine Kessler. Alle podcastinhoud, inclusief afleveringen, afbeeldingen en podcastbeschrijvingen, wordt rechtstreeks geüpload en geleverd door Mark Vandegrift and Lorraine Kessler, Mark Vandegrift, and Lorraine Kessler of hun podcastplatformpartner. Als u denkt dat iemand uw auteursrechtelijk beschermde werk zonder uw toestemming gebruikt, kunt u het hier beschreven proces https://nl.player.fm/legal volgen.
Mark and Lorraine dive right into an explanation on one of their most critical positioning tools: Ways to Differentiate. After some discussion on how and why the tool is used, they take a deep dive on what it means to Own an Attribute as your differentiating idea.
Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning.
Hoofdstukken
1. Intro (00:00:00)
2. How Many Ways to Differentiate? (00:01:17)
3. Why Companies Revert to the Sea of Sameness (00:03:36)
4. Why Only 11 Categories? (00:06:54)
5. Where Did The Tool Originate? (00:08:20)
6. How is the Ways to Differentiate Tool Used? (00:09:31)
7. The R&D Positioning Map (00:13:26)
8. Owing an Attribute (00:16:24)
9. An Exercise in Owning an Attribute (00:20:37)
10. What Makes Owning an Attribute a Popular Way to Differentiate? (00:29:42)
11. Outro (00:34:11)
61 afleveringen
Delen
