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- 19 October 2023
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Product Review: The Brand Positioning Workbook
Introduction
The Brand Positioning Workbook is an incredibly useful tool for any marketing professional looking to enhance their brand positioning strategies. It provides a simple and straightforward guide to creating more compelling brand positions in a faster and more efficient manner.
Features
- Step-by-step approach: The workbook takes you through a structured process, guiding you from understanding the fundamentals of brand positioning to creating a well-defined brand position that stands out in the market.
- Practical exercises: The workbook includes a variety of exercises and worksheets that allow you to apply the concepts and framework to your own brand, ensuring a hands-on learning experience.
- Clear explanations: The author provides clear explanations of brand positioning concepts with relevant examples, making complex ideas easier to grasp and implement.
- Adaptable framework: The workbook offers a flexible framework that can be used for both new brands and brand repositioning efforts. It caters to businesses of all sizes and industries.
- Time-saving templates: This resource offers time-saving templates that streamline the process, enabling marketers to develop brand positions efficiently.
Pros
- The workbook is user-friendly and suitable for both beginners and experienced marketers.
- It provides a systematic approach that ensures comprehensive brand positioning.
- The practical exercises make the learning process engaging and effective.
- The adaptable framework allows for customization and application to diverse brands.
- The included templates save time and effort.
Cons
- The overall design and layout of the workbook could be more visually appealing.
- It may require some additional research and analysis depending on the complexity of your brand.
Conclusion
The Brand Positioning Workbook is an excellent resource that equips marketers with the necessary knowledge and tools to create compelling brand positions. Its step-by-step approach, practical exercises, and adaptable framework make it a valuable asset for anyone seeking to enhance their brand’s strategy. Despite some minor drawbacks, its effectiveness and comprehensive content outweigh any limitations. The workbook is highly recommended for marketers who are eager to elevate their brand positioning efforts.
FAQs
1. Is this workbook suitable for startup businesses?
Yes, the workbook is suitable for both established brands and startup businesses. It provides a clear framework that can be tailored to various stages of a brand’s lifecycle.
2. Will this workbook help me reposition an existing brand?
Definitely! The workbook offers guidance on brand repositioning efforts, ensuring that you can effectively differentiate and elevate your brand even if it has been in the market for some time.
3. Can I use this workbook for any industry?
Absolutely! The concepts presented in the workbook can be applied to any industry, as brand positioning is crucial for all types of businesses.
4. Do I need any prior knowledge of brand positioning?
No prior knowledge is necessary. The workbook starts with the basics and gradually builds upon them, making it suitable for beginners as well.
The Ultimate Guide To Brand Positioning
Written By The Award-Winning Marketing Consultant Ulli Appelbaum [Contributed to 7 Effies and an ARF Ogilvy award]
“Hands down the best book on brand positioning since Ries & Trout introduced this concept many years ago. Ulli provides a smart roadmap on how to successfully position or re-position your brand for success in the marketplace.” Mark Jenson, Lecturer at the U of MN Hubbard School of Journalism and Mass Communication.
The Brand Positioning Workbook outlines an easy-to-follow roadmap on how to successfully position or re-position a brand for success in the marketplace. The methodology described in this book is inspired by the analysis of over 1200 case studies of effective brand building which led to the identification of the 26 universal and proven successful triggers of successful brand positionings.
After reading the book you will be able to:
Understand the secrets behind successful brand positioningsIdentify and use the 26 proven success triggers for brand perceptionApply a simple and proven brand positioning methodology that actually worksCreate brands that are attractive, sustaining, and compelling
The book invites you, through a series of inspiring questions, examples, and ideation exercises, to explore how the 26 success triggers, or a combination thereof, could be applied to her specific brand and help her create a truly differentiating and distinctive yet highly relevant brand positioning.
The outcome is a more rigorous and more creative exploration of all relevant positioning solutions at your disposal while requiring less time than more traditional positioning development methodologies.
This book is the right choice for you, if:
You are working in a marketing department or a marketing agencyYou are studying or teaching marketingYou are looking for a proven framework for creating compelling brand positioningYou are about to position or re-position a brand for success in the marketplace
The Brand Positioning Workbook is packed with easy-to-follow exercises and useful examples that will inspire your own thinking and allow you to overcome the mental biases that typically prevent truly original thinking. It can be used by marketers alone or in groups at marketing agencies or client workshops.
The book can also be used to develop product concepts, messaging strategies, new product ideas, and even creative ideas!
*****
What seasoned marketing experts say about the book:
“Ulli has taken years of planning experience and distilled it into 26 easily digestible steps that will, even in the hands of a junior marketer, generate sophisticated results. .. Highly recommend.” Jill Baskin, CMO, The Hershey Co.
“This book has more of a Powerbook than a workbook: it’s not a bland coffee, it’s THE espresso for powerful brand positioning developments: tight, energizing, and tasty! .. Be ready for an inspiring firework and bold sacrifices that bring you forward.” Vincent Schmidlin, Executive Board Member, Serviceplan Group, Germany
“Ulli successfully accomplishes the impossible task of condensing his wisdom into an easy-to-follow guide. He provides a clear structure anchored in time-tested fundamentals to help your organization conceive a differentiating and distinctive brand strategy.” Laura Luckman Kelber, Chief Marketing Officer, Double Good
*****
Would you like to be able to create attractive brands that succeed in today’s marketplace?Then get your hands on the The Brand Positioning Workbook today.
From the Publisher
ASIN : B09RM46WFB
Publisher : Independently published (2 Feb. 2022)
Language : English
Paperback : 108 pages
ISBN-13 : 979-8410914666
Dimensions : 17.78 x 0.66 x 25.4 cm
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