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Build a Breakthrough Brand with a Clear Competitive Positioning

bigstock-The-word-Brand-on-a-box-or-pac-36693238Yesterday’s Biznology® Webinar with Denise Lee Yohn was all about brand positioning.  Do you need to strengthen your brand’s differentiation vs. competitors?  Are new brands entering your category and changing the competitive dynamics?  Do you know how to establish and maintain your competitive advantage?

A clear, definitive competitive brand positioning is essential to brand building.  It defines who you are selling to, what your business scope is, and what you do to create value for your customers.  It provides strategic guidance on product development, pricing, messaging, and more.

In this recorded webinar, brand expert Denise Lee Yohn shows how to craft a competitive brand positioning, including:

  • the most effective way to identify and define your target segment(s)
  • how to determine an appropriate competitive frame of reference
  • three strategies to establish meaningful and lasting differentiation
  • the sources that achieve brand credibility among today’s savvy customers

In this free 30-minute Biznology® webinar, learn how to ensure your brand stands out from the competition and stands up to competitive threats.

 

Thanks to all our sponsors:

BarnRaisers LLC

MENG NJ Chapter

 

 

 

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Mike Moran

Mike Moran is an expert in digital marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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