Positioning for Business and the Workplace
In this video, certified management consultant, J C Sum, discusses the concept of Jack Trout and Al Ries, Positioning, and how it can apply to…
Positioning Requires a Differentiated Value in a Brand
Positioning deals with creating a ‘position’ for your business in the minds of the customers and the market. It is a marketing and branding strategy…
Fundamentals of Brand Equity
In this post, we explore the fundamentals of brand equity, which is the value and power of the brand that determines its worth.That value is…
Marketing As Value Creation
Marketing as value creation is the first side of the Marketing Inverted PyramidTM which is described in my book “Evolve, Adapt or Collapse” and outlined…
The Marketing Flank
The marketing flank is a very effective positioning strategy that was discussed previously.The flank is taken from military warfare and applied to marketing as a…
Choice and Convenience in the Digital Economy
Modern customer behaviour has changed by the abundance of choice and convenience in the digital economy due to technological innovations in communication channels and online…
Expand Your Niche Market without Losing Business Focus
One way to grow your business is to expand your niche market without losing business focus. That may sound like a contradiction since it does…
Consistency is the Key to Branding
Brand equity is the value and power of the brand that determines its worth. That value is determined by the collective consumers' perception of, expectations…
Business Begins with Marketing
In the eBook “Behind the Click” (available upon request), we discussed how the digital evolution has changed how a customer buys. Previously, we have also…