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Why should companies and marketers care about brand positioning?

Positioning is one of those “marketing buzzwords” that gets tossed around a lot. But if you dig into what the term really means, it’s about making your company occupy a distinct place in people’s minds.

After analyzing 1,200 case studies, Ulli Appelbaum identified 26 types of brand positioning you can use to stand out.

My guest in episode 70 is Ulli Appelbaum. He’s lead the strategy departments for some of the world’s biggest marketing agencies over the last 20 years and has created a brilliant method for determining your positioning: Positioning-Roulette.

Topics covered:

Why brand positioning is more important than ever today
How analyzing 1,200 case studies led Ulli to a unique positioning method
What three key categories build the foundation of every positioning statement
Why the way people behave (or don’t behave) is your starting point
The easiest solution for satisfying your customers’ needs
How to determine what really differentiates your product or services
The importance of barriers and why people wouldn’t use your category
How to use the five senses and brand rituals to create an experience

Resources mentioned:

Product Positioning: 5 Proven Methods
How Smart Positioning Can Make Your Marketing 10x Better
Positioning-Roulette Method Cards
Sapiens: A Brief History of Humankind
WARC
Effie Worldwide
Influence: The Psychology of Persuasion
Mark Ritson: 4 Steps to Creating a Rock-Solid Marketing Strategy
First The Trousers Then The Shoes
Challenge Category Conventions in 7 Steps (+ Examples)
Hard to be Noticed? Simplify Your Marketing to Win Customers
13 Positioning Principles From Hungry Hungry Hippos

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Finally...

If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@stfo.io

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