Tagged 'positioning'

What’s on your Radar?

Posted by Winnie Brignac Hart and Lorrie Brignac Lee on March 12th, 2015 at 12:20 pm

It’s a big sky out there – do you feel like you’re flying off the radar? Your role as a leader is to set the destination and the route, and keep the flight on course and running smoothly. There is a lot of turbulence – the key is to stay aligned on a strategic path instead of constantly reacting to unexpected detours.
Align Your Brand
You need a plan. A plan that keeps you on course and aligns your purpose, brand and strategy – this is what we call your True North. Finding your True North starts with assessing where you are in eight key areas: Strategic Alignment, Positioning, Distinction, Branding, Authenticity, Lead Generation, Messaging and Marketing.
What’s on your Radar?
Download the True North Radar assessment.

Searching For Your Brand Position

Posted by Adam Broitman on January 30th, 2009 at 12:00 am

Let’s face it; search engines can easily make a commodity of a brand.
Even when a brand team has done a great job of positioning a product in it's category, the points of differentiation and emotional connections built for the brand are dissolved due to factors such as discount retailers, aftermarket resellers and endless parity. Smart search marketing can help with this dilemma; however there is still a gaping chasm between the search education of many brand marketers; and the opportunities available to effectively define your brand through search engines.
The above is the number one result on the SERP (search engine results page) for the term, "whirlpool". If you are a brand manager at Whirlpool, you are probably giving your SEO team a high five for helping secure the number one spot for your brand name (well, it is becoming easier to rank first for your own brand name as the search space matures-the high five may have happened a few years ago).  While it is essential to rank number one for your brand name; it is by no means a win. In fact, the above listing probably does not come close to the actual brands positioning statement outlined by Whirlpool;... Read more