We’ve all heard, how you say something is sometimes more important than what you say, but few realize this maxim can be true in business also. Sometimes it's not your product or what you’re selling that’s important, but how you sell it to the market that makes all the difference. Positioning is one of the most misunderstood and jargon-ridden areas of marketing strategy. We've all seen a positioning strategy dominated by a litany of perceptual maps, competitive matrices and a boatload of ethereal brand jargon. This is why we needed to speak to Anton to help cut through all of the positioning fluff by drawing on his years of practical experience.
Anton’s worked for global agencies as well as client side. He's been a consultant for both big and small brands. He’s worked in multiple sectors from tech through to FMCG, services and product. He’s personally drafted strategy as well as executed tactical plans, from direct mail to website development and more.
He confesses upfront that he’s not textbook learnt, but has instead developed his own simple processes which are dangerously effective.
In this episode, we learn the secrets behind Apple and Virgin’s successful positioning strategy. We learn the critical difference between, purpose, pivoting, pitching and positioning. We also find out which of the different positioning strategies is his favourite.
Don’t worry, this isn't an esoteric discussion and you don't need to have any deep prior knowledge before listening.
Anton cleverly wraps wisdom into his stories and practical career examples to let the points he’s making sink in.
There's key leanings for all marketers, all innovators, entrepreneurs, and anyone interested in brand or product.
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