<?xml version="1.0" encoding="UTF-8"?>
<!--Generated by Squarespace Site Server v5.11.81 (http://www.squarespace.com/) on Sun, 27 May 2012 00:34:22 GMT--><feed xmlns="http://www.w3.org/2005/Atom" xmlns:dc="http://purl.org/dc/elements/1.1/"><title>Positioning Tips</title><subtitle>Positioning Tips</subtitle><id>http://www.brandengineers.com/positioning-tips/</id><link rel="alternate" type="application/xhtml+xml" href="http://www.brandengineers.com/positioning-tips/"/><link rel="self" type="application/atom+xml" href="http://www.brandengineers.com/positioning-tips/atom.xml"/><updated>2012-03-27T15:38:31Z</updated><generator uri="http://www.squarespace.com/" version="Squarespace Site Server v5.11.81 (http://www.squarespace.com/)">Squarespace</generator><entry><title>An Expression of Value</title><id>http://www.brandengineers.com/positioning-tips/an-expression-of-value.html</id><link rel="alternate" type="text/html" href="http://www.brandengineers.com/positioning-tips/an-expression-of-value.html"/><author><name>Brand Engineers</name></author><published>2012-03-27T10:00:00Z</published><updated>2012-03-27T10:00:00Z</updated><summary type="html" xml:lang="en-US"><![CDATA[Most people rush to think of value in terms of price and quality.  Those terms go hand-in-hand, moving on an incremental scale from low cost, low quality all the way up to high cost, high quality.  Many products work in the middle of the scale, attempting to produce a high quality product for a lower cost.  But what does value mean, really?  It can be something as simple as a cost-benefit ratio, but there is more to it.  Real value can be expressed in more than just terms of quality and cost; real value comes from the experience.]]></summary></entry><entry><title>Better Briefs</title><id>http://www.brandengineers.com/positioning-tips/better-briefs.html</id><link rel="alternate" type="text/html" href="http://www.brandengineers.com/positioning-tips/better-briefs.html"/><author><name>Brand Engineers</name></author><published>2011-10-05T13:53:39Z</published><updated>2011-10-05T13:53:39Z</updated><summary type="html" xml:lang="en-US"><![CDATA[While this tip may get a lot more interest if we evaluate the pros and cons of female and male beach bodies and their importance in underwear promotion, we’re talking about the far less exciting, but more financially important, topic of how brand teams communicate with their agencies and the importance of clear, focused, and unambiguous creative briefs.]]></summary></entry><entry><title>Dead Reckoning</title><id>http://www.brandengineers.com/positioning-tips/dead-reckoning.html</id><link rel="alternate" type="text/html" href="http://www.brandengineers.com/positioning-tips/dead-reckoning.html"/><author><name>Brand Engineers</name></author><published>2011-08-23T18:16:45Z</published><updated>2011-08-23T18:16:45Z</updated><summary type="html" xml:lang="en-US"><![CDATA[Boats and brands are more similar than you might imagine. They are both faced with navigational challenges, forced to weather storms, and unable to guide themselves. As a boat needs a good crew to succeed, so too does a brand.]]></summary></entry><entry><title>Categories, Ladders, and Leaders</title><category term="brand consultant"/><category term="brand positioning"/><category term="brand strategy"/><category term="category positioning"/><id>http://www.brandengineers.com/positioning-tips/categories-ladders-and-leaders.html</id><link rel="alternate" type="text/html" href="http://www.brandengineers.com/positioning-tips/categories-ladders-and-leaders.html"/><author><name>Brand Engineers</name></author><published>2011-06-21T19:38:29Z</published><updated>2011-06-21T19:38:29Z</updated><summary type="html" xml:lang="en-US"><![CDATA[The idea of preference vs. relevance has a considerable history in brand positioning. Recognizing that the challenges a brand faces in a highly competitive market where you are not the market leader can make significant market share gains elusive through traditional innovation and marketing paradigms. Redefining the category in which your brand competes offers significant strategic and tactical advantages.]]></summary></entry><entry><title>Can You Be The Next “Challenge Brand"?</title><category term="Branding"/><category term="Positioning statment"/><category term="Southwest Airlines"/><category term="Strategic marketing"/><category term="brand identity"/><id>http://www.brandengineers.com/positioning-tips/can-you-be-the-next-challenge-brand.html</id><link rel="alternate" type="text/html" href="http://www.brandengineers.com/positioning-tips/can-you-be-the-next-challenge-brand.html"/><author><name>Brand Engineers</name></author><published>2011-05-02T12:00:00Z</published><updated>2011-05-02T12:00:00Z</updated><summary type="html" xml:lang="en-US"><![CDATA[No one can argue with the success of Southwest Airlines. When you first look at this brand it is easy to tag it with the label of discount carrier, but upon closer inspection, Southwest is so much more than that. Let’s come back to Southwest in a couple minutes.]]></summary></entry><entry><title>Not All Customers Have The Same Value</title><id>http://www.brandengineers.com/positioning-tips/not-all-customers-have-the-same-value.html</id><link rel="alternate" type="text/html" href="http://www.brandengineers.com/positioning-tips/not-all-customers-have-the-same-value.html"/><author><name>Brand Engineers</name></author><published>2011-03-29T02:23:57Z</published><updated>2011-03-29T02:23:57Z</updated><summary type="html" xml:lang="en-US"><![CDATA[One of the most difficult questions a brand manager needs to answer when considering how to position their product is “who should the target customer be?” On the surface this seems like a pretty simple question, but in reality it is far more difficult to answer and will have an enormous impact on the product’s success.]]></summary></entry><entry><title>Do Multiple Segments Require Different Positionings?</title><category term="brand identity"/><category term="build your brand"/><category term="co branding"/><category term="healthcare marketing"/><category term="market medical device"/><category term="marketing new drug"/><category term="pharmaceutical branding"/><category term="rebranding"/><category term="repositioning"/><id>http://www.brandengineers.com/positioning-tips/do-multiple-segments-require-different-positionings.html</id><link rel="alternate" type="text/html" href="http://www.brandengineers.com/positioning-tips/do-multiple-segments-require-different-positionings.html"/><author><name>Brand Engineers</name></author><published>2011-01-17T21:52:30Z</published><updated>2011-01-17T21:52:30Z</updated><summary type="html" xml:lang="en-US"><![CDATA[When we meet and work with brand teams all over the world, we are asked this question more frequently than any other.  “We have different customers, should we create a product position for each of these groups?”  As with many products, different customer segments may have different reasons for selecting your product.]]></summary></entry><entry><title>Break Through Positioning Requires You To Break Out Of A Rut</title><id>http://www.brandengineers.com/positioning-tips/break-through-positioning-requires-you-to-break-out-of-a-rut.html</id><link rel="alternate" type="text/html" href="http://www.brandengineers.com/positioning-tips/break-through-positioning-requires-you-to-break-out-of-a-rut.html"/><author><name>Brand Engineers</name></author><published>2010-11-30T05:00:00Z</published><updated>2010-11-30T05:00:00Z</updated><summary type="html" xml:lang="en-US"><![CDATA[We work with many brand teams that have unique positioning and strategic challenges, but one of the most common problems is that they cannot break away from the familiar ground they have covered before.  They are looking for a way to bring some new thinking to their brand without losing the experience and perspective of the core team members.]]></summary></entry><entry><title>Positioning for Market Expansion</title><id>http://www.brandengineers.com/positioning-tips/positioning-for-market-expansion.html</id><link rel="alternate" type="text/html" href="http://www.brandengineers.com/positioning-tips/positioning-for-market-expansion.html"/><author><name>Brand Engineers</name></author><published>2010-10-01T04:00:00Z</published><updated>2010-10-01T04:00:00Z</updated><summary type="html" xml:lang="en-US"><![CDATA[When it comes to positioning or re-positioning a Brand, traditional marketing practices often tell us to find the right place for our product within the traditional confines of the current market. Well, what if we told you that you have a choice?]]></summary></entry><entry><title>Inadequate Positioning</title><id>http://www.brandengineers.com/positioning-tips/inadequate-positioning.html</id><link rel="alternate" type="text/html" href="http://www.brandengineers.com/positioning-tips/inadequate-positioning.html"/><author><name>Brand Engineers</name></author><published>2010-09-01T04:00:00Z</published><updated>2010-09-01T04:00:00Z</updated><summary type="html" xml:lang="en-US"><![CDATA[In a survey of over 300 top marketing executives from Fortune 500 companies, the Marketing Leadership Council found that the most serious mistake made by marketing teams when launching new products was inadequate positioning: A failure to clearly define a target customer and a desired perception for their brand in the market versus their competition.]]></summary></entry></feed>
