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Tag Archives: Positioning

Ever wondered why some people talk so enthusiastically about 'marketing' without really understanding the components involved? This article gives you a simple and straightforward insight into the complexities of 'marketing'.

“Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.”

The official academic definition from CIM (The Chartered Institute of Marketing). This means the ideas, the brand, how you communicate, the design, print process, measuring effectiveness, market research and the psychology of consumer behaviour all count as part of the bigger picture of ‘marketing’.  

An understanding of what customers need and value is central to marketing. Learning your customers’ needs and how you can add value through marketing activities paves the way for a successful business in the long-term

A brief overview of the marketing industry: Marketing is a diverse profession with opportunities to be involved in all kinds of businesses.

1) B2B – Marketing To Other Businesses


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This paper, produced by McKinsey&Company, examines what makes public-sector organisations agile in extremely challenging times and what mostly prevents them from remaining agile otherwise.

It also describes techniques of organisational agility that could help large agencies and departments get moving as quickly as today’s fluid conditions require—and how to apply them with an understanding of the public sector’s unique context and responsibilities.


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In this 'Thoughts on Leadership' video, Paul Bridle talks more about how everyday a business is on show - and not just when it is being represented at an exhibition.

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A brand is more than a logo, advertising slogan or packaging.

A brand also encompasses how you manage your customer relationships, how you are perceived as a business within your community.

Your reputation both offline and online, your image and the way people remember you are all part of your 'brand' or presentation. Make every visible aspect of your business, including vehicles, office, warehouse, website, people, uniforms, stationary fit your brand image.

A brand name has value once your business becomes established. The value of a brand is an intangible asset of the business.

Brand Positioning describes who your target market segment is, what the core concept of the brand is and how this is different from your competitors. Knowing your brand positioning will make all your marketing decisions easier.

Understand your brand positioning by writing a brand positioning statement.

Use the topics and questions below to create your own brand positioning statement.

Business Purpose

  • what does your business do?
  • what does your business stand for?


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A report – 'Values into Action' - developed in partnership between the National Council for Voluntary Organisations and Community Links – explores how organisations put their values into practice.

It begins by summarising some of the current debates about values and includes a range of case studies describing how different organisations have developed and implement their own set of values.

Whether implicit or explicit, accepted or contested, different approaches work for different organisations - so please read this report and take ideas from it that you can utilise to develop your own approach to developing and implementing your values.

Values into Action

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“Customers don’t want a quarter-inch drill bit, they want a quarter-inch hole.” This simple but important insight expressed nearly half a century ago by the legendary marketing guru Theodore Leavitt is too often forgotten by corporate strategists and product developers alike.

Successful innovation doesn’t begin with a brainstorming session―it starts with the customer. So in an age of unlimited data, why do more than 50% of new products fail to meet expectations? The truth is that we need to stop asking customers what they want . . . and start examining what they need.

First popularized by Clayton Christensen, the Jobs to be Done theory argues that people purchase products and services to solve a specific problem. They’re not buying ice cream, for example, but celebration, bonding, and indulgence.

The concept is so simple (and can remake how companies approach their markets)―and yet many have lacked a way to put it into practice.

This book answers that need. Its groundbreaking Jobs Roadmap guides you through the innovation process, revealing how to:

• Gather valuable customer insights

• Turn those insights into new product ideas

• Test and iterate until you find success

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