Posts tagged "Internal Alignment"

Words May Reposition a Brand. But They Must Also Define the Task.

December 18th, 2008 Posted by Positioning 0 thoughts

We who’ve been in the marketing communications business for years have certainly been exposed to a myriad of brand repositionings in our professional careers…and most likely participated in more than a few as well.  Some simple and easy, some incredibly complex, but all with the intention of moving the perception of the brand closer to what the prospective customer wants to buy (even if requiring change in what the marketer has to “sell”).

Positioning inside the company

April 3rd, 2008 Posted by Positioning 0 thoughts

Positioning starts at home. If you can’t get positioning right inside the organization, there’s little chance it will be successful in the marketplace.

Typically, B2C marketing and sales have little personal interaction. If the purchase is fairly substantial, e.g., say for a $500 piece of consumer electronics, we may do some purchase research and talk to friends. However, the only personal interaction with the selling party during the buying cycle may well be the cashier.

That’s not the way it is in B2B marketing and sales. (more…)

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