THE BIG IDEA: Outperforming CEOs love to know about their customers and position their business for the most profitable opportunities. How to foster brand loyalty and create customer evangelists is the important topic. Despite the conventional wisdom that brand loyalty is on the decline, a new study by IBM Institute illuminates that brand loyalty is still critical, albeit more challenging to cultivate. In the spirit of the curse of knowledge, we will pretend you never heard the term “brand loyalty.” We offer this article as a reference guide for you and your executive team. Feel free to share it with your colleagues.
What is Brand Positioning? Put simply, brand positioning is the process of positioning your brand in the mind of your customers. Brand positioning is also referred to as a positioning strategy, brand strategy, or a brand positioning statement. Popularized in Reis and Trout’s bestselling Positioning: The Battle for Your Mind, the idea is to identify and attempt to “own” a marketing niche for a brand, product, or service using various strategies including pricing, promotions, distribution, packaging, and competition. The goal is to create a unique impression in the customer’s mind so that the customer associates something specific and desirable with your brand that is distinct from rest of the marketplace.
Are you busy? Isn’t that a stupid question to ask? Of course you are. You have a lot to do and it all NEEDS to get done. That’s the way it seems. But, truthfully, a lot of what you’re doing is probably getting in the way of what really NEEDS to get done. And, you may be so busy that you haven’t stepped back to distinguish between what truly NEEDS to get done what you believe needs to get done.
You manage the company’s Facebook account with a pretty decent number of followers. You have a posting schedule detailing when to post, what to share. These posts receive a couple of likes, but not very significant. You are probably running some ads, but they are not converting very well. If this sounds familiar to you, then read on. That was our situation in 2016. After two years and various experiments, we have found a way to make Facebook a sustainable lead generation channel for us. Here are our best tips to make it happen.
Due to the rise in Co-working spaces and Business Membership Clubs, the world of Business Chambers and Associations has changed. It is no longer the only kid on the block but there is still one thing that a Chamber can do that no other "membership" organisation can...
Some people put off email marketing due to the intimidation factor. Writing sales emails requires carefully worded text free from spelling and grammatical errors as well as a degree of creative thinking. These skills are essential to having your business be perceived positively and looking professional.