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Ways to Differentiate a Brand: Owning an Attribute
Manage episode 366515798 series 3474630
Sisällön tarjoaa Mark Vandegrift and Lorraine Kessler, Mark Vandegrift, and Lorraine Kessler. Mark Vandegrift and Lorraine Kessler, Mark Vandegrift, and Lorraine Kessler tai sen podcast-alustan kumppani lataa ja toimittaa kaiken podcast-sisällön, mukaan lukien jaksot, grafiikat ja podcast-kuvaukset. Jos uskot jonkun käyttävän tekijänoikeudella suojattua teostasi ilman lupaasi, voit seurata tässä https://fi.player.fm/legal kuvattua prosessia.
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.
Luvut
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)
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