The Marchitect

S2 Episode 5: Positioning To Win (Ambient Strategy & Reprise)

Mar 11, 2022

37:38

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Highlights

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Episode notes

Can We Break It Down Into Pieces?

04:15

The Positioning Statement Is the Most Frustrating Thing

02:10

What Is the Market Frame of Reference?

02:09

Introduction

2min

The Difference Between Brand Positioning and Strategy Versus Vision

2min

Strategy and Product Development for the Investment Banking Market

4min

The Positioning Statement Is the Most Frustrating Thing

2min

Can We Break It Down Into Pieces?

4min

How Do I Determine Whether My Market Category Is Good or Bad?

2min

Do You Know How to Make a Short List?

4min

Getting Everyone Together in the Room

4min

Test Positioning in Sails, Right?

2min

10.

Are You Getting Everyone in a Room?

3min

11.

Marketing and Sales Build the New Pitch Deck

3min

12.

What Is the Market Frame of Reference?

2min

13.

Positioning Is Not a Tag Line

2min

If there’s one thing April Dunford wants you to know about positioning, it’s that positioning is not the same thing as messaging. And while we’re on the topic, please stop calling it brand positioning.

“My personal pet peeve is when people talk about brand positioning, which really bugs me because I think there’s positioning and there’s branding, but those things are actually really distinct.”

In this episode of The Marchitect, legendary positioning expert April Dunford explains why Mad Libs “fill in the blanks” positioning statements don’t work. And she gives us a better way to position products to win.