Ways to Differentiate a Brand: Owning an Attribute
Manage episode 366515798 series 3474630
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