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Positioning for Professionals - Exploding Myths Part 1
Manage episode 421727575 series 3474630
Contenido proporcionado por Mark Vandegrift and Lorraine Kessler, Mark Vandegrift, and Lorraine Kessler. Todo el contenido del podcast, incluidos episodios, gráficos y descripciones de podcast, lo carga y proporciona directamente Mark Vandegrift and Lorraine Kessler, Mark Vandegrift, and Lorraine Kessler o su socio de plataforma de podcast. Si cree que alguien está utilizando su trabajo protegido por derechos de autor sin su permiso, puede seguir el proceso descrito aquí https://es.player.fm/legal.
Do you have a stale brand? Are McDonalds' and Starbucks' problems related to positioning? Mark and Lorraine dive in on this topic before they get to Positioning for Professionals, a book by Tim Williams that discusses how positioning works for professional service firms. The positioning duo walks through the myths about positioning that many service firms claim keep them from differentiating themselves. This episode covers the first four myths: 1) The better company, product, or service wins; 2) My business is a commodity; 3) Competition leads to commoditization; and 4) "We're not a brand." See how Mark and Lorraine explode these myths with clear thinking, a few short rib and ape references, and some recommendations on how the professional service industry can apply the principles of positioning.
Spend 30ish with Mark and Lorraine as they talk all things marketing, advertising, and positioning.
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