We've collected all our best writing on the topic of product positioning, here in one place for your convenience. There are tips, tricks and info for everyone from the newbies to the seasoned veterans.
Something you're looking for and didn't find? Anything you want to hear more about? We would love to hear from you, so let us know in the comments. Enjoy!
Have you ever thought about how your brand is positioned? As in the conceptual place it lives in the mind of your consumer? Adam Hansen explains how mapping out the various positions the brands in your category occupy just might uncover new "places" your product can go.
This Fast Company article by Nicholas Kusnetz explores MillerCoors' focus on cold for the Coors Light brand, and quotes Christine Haskins, VP of Customer Experience, on Ideas To Go's role in the process.
To really create a compelling product positioning, you need to have compelling Reasons To Believe the product works. At the Yale Center for Customer Insights conference last month, Ideas To Go Chairman Ed Harrington saw an RTB example that really embodied the idea of creative, ownable and engaging.
How does a global brand meet local needs? By establishing a universal message that has room for cultural adaptation. In this video, Beth Hirschhorn, executive vice president for global brand and marketing at MetLife, discusses how her company found a universal message that can be localized for cultural resonance.
Katie Franke is a Concept Writer at Ideas To Go, an innovation agency that works with Fortune 500 companies in ideation and concept development to incorporate the voice of the consumer.
Katie Franke is a Marketing Communications Specialist and Concept Writer at Ideas To Go, an innovation agency that works with Fortune 500 companies in ideation and concept development to incorporate the voice of the consumer.