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Positioning for Professionals - Exploding Myths Part 1
Manage episode 421727575 series 3474630
Mark Vandegrift and Lorraine Kessler, Mark Vandegrift, and Lorraine Kessler द्वारा प्रदान की गई सामग्री. एपिसोड, ग्राफिक्स और पॉडकास्ट विवरण सहित सभी पॉडकास्ट सामग्री Mark Vandegrift and Lorraine Kessler, Mark Vandegrift, and Lorraine Kessler या उनके पॉडकास्ट प्लेटफ़ॉर्म पार्टनर द्वारा सीधे अपलोड और प्रदान की जाती है। यदि आपको लगता है कि कोई आपकी अनुमति के बिना आपके कॉपीराइट किए गए कार्य का उपयोग कर रहा है, तो आप यहां बताई गई प्रक्रिया का पालन कर सकते हैं https://hi.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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