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Ways to Differentiate: Heritage
Manage episode 372857133 series 3474630
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Italian wines. French romance. German engineering. Amish furniture. These all have a common thread and are the topic of today's discussion — how to differentiate using a Heritage position. Mark and Lorraine do a deep dive on why Heritage can be such a powerful position, including some sensitivities and potential competitor moves that can back your brand into a corner.
Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning.
Chapters
1. Ways to Differentiate: Heritage (00:00:00)
2. Intro (00:00:04)
3. Italian Wines Lorraine is Drinking (00:00:31)
4. How to Differentiate with Heritage Position (00:03:07)
5. Location Heritage (00:06:38)
6. Anti-Competitor Heritage (00:11:15)
7. Family Heritage (00:15:21)
8. Adding a Character to a Heritage Position (00:25:32)
9. Outro (00:30:51)
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