Archives: October 2017

Brand marketing vs. performance marketing

There’s a simple procedure I use for creating or evaluating an organization’s marketing strategy. It starts with: Clarifying the opportunity we’re going after Articulating and segmenting the specific stakeholder relationships we must foster to capture that opportunity Designing and managing clear, custom funnels for each of those relationships These last two steps lend themselves to an easy-to-remember progression of images, where we could first depict an organization’s relationships with the outside world using a Venn diagram:  …

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What is positioning?

Positioning is important for every organization. Yet there is no consensus on what the term means. Among positioning experts, Michael Porter talks about strategic advantage, Seth Godin talks about purple cows, and Clotaire Rapaille talks about tapping into enduring cultural archetypes. Are we really all discussing the same thing? Here is a simple description that I use to align teams and viewpoints: Positioning defines how external audiences see a company or product relative to its competitors. In…

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