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A Position, A Brand ... A Shorthand
Manage episode 362925600 series 3474630
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Mark Vandegrift and Lorraine Kessler introduce each other and then jump right into the history about what it took to become famous for positioning strategy. They clear up the confusion by defining a position, a brand, positioning, and branding, and how they are different, but perfectly interrelated. Two sides of the same coin.
If you dig all things marketing, advertising, and positioning, spend 30-ish with Mark and Lorraine.
Chapters
1. Introductions (00:00:00)
2. Becoming Famous for Positioning Strategy (00:04:55)
3. The Four-C Filter for a Good Position (00:09:54)
4. What's a Position, a Brand, Positioning, and Branding (00:13:12)
5. Why Brand Shorthand? (00:20:49)
6. Defining Your "Is" (00:24:24)
7. Dramatizing Your Position (00:28:42)
8. Closing Comments (00:30:13)
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