Positioning for Professionals - Exploding Myths Part 3

06/17/24 • 32 min

In the final part of Positioning for Professionals, Lorraine and Mark knock down the last five positioning myths: 11) All clients are good; 12) full-service exists; 13) focus is limiting; 14) more means more; and 15) the middle is safe. Find out why these myths are simply not true, and what you can do about it. Mark also laments the "expiration" of so many great brands who have lost their positioning way.
Spend 30ish with the positioning duo as they discuss everything marketing, advertising, and positioning!

Previous Episode

Positioning for Professionals - Exploding Myths Part 2

What is Papa John's doing? Or is that Papa Johns without an apostrophe?!? Mark and Lorraine dive in on this topic before they get to Positioning for Professionals, a book by Tim Williams that discusses how positioning works for professional service firms. The positioning duo walks through the next six myths about positioning that many service firms claim keep them from differentiating themselves. This episode covers the next six myths: 5) Bigger is better; 6) Brand is only about advertising; 7) There are general markets; 8) Branding costs money; 9) All growth is good growth; and 10) Efficiency is king. The positioning gurus explode these myths with a few brand examples, a tad bit of wit, and some critical maxims to keep with you as you operate your organization.
Spend 30ish with Mark and Lorraine as they talk all things marketing, advertising, and positioning.

Next Episode

Mike DeVilling - The Value of Public Relations

Today, our positioning duo is joined by Mike DeVilling, President and CEO of WestShore Public Relations. Mike brings his wealth of knowledge and experience to the podcast to share valuable insights on how brands can leverage public relations. The discussion also uncovers all the new tactics, channels, and platforms available to public relations professionals, and how media relations has changed over the past couple decades. A big thanks to Mike for joining the positioning gurus!
Spend 40ish with the positioning duo as they discuss everything marketing, advertising, PUBLIC RELATIONS, and positioning!

Brand Shorthand - Positioning for Professionals - Exploding Myths Part 3

Transcript

Mark Vandegrift
Welcome to the Brand Shorthand Podcast. I'm your host, Mark Vandegrift, and with me today is the exploding myth of positioning, Lorraine Kessler. Lorraine, how goes it?
Lorraine Kessler
Yeah. Good. I feel like I'm exploding, right? With what? I have no idea.
Mark Vandegrift
Well, it looks like you're up at Bear Lake now.
Lorraine Kessler
Yes, we are at Bear Lake. We stayed an extra couple days. We had a painting marathon. I think I painted. Painted for four