Ways to Differentiate: The Market Specialist

07/17/23 • 27 min

The Ways to Differentiate series continues with a focus on the Market Specialist position. Mark and Lorraine share how one of the best startup strategies is to enter the market as a specialist to position against the established generalist/leader. Also, take the specialist quiz with Lorraine and see how you score against her answers. [This is the third episode in the Ways to Differentiate series - see previous episodes for the positions of Owning an Attribute and the Leader.]
Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning.

Previous Episode

Re-positioning a Brand

In this latest episode, Mark and Lorraine talk about the two definitions of re-positioning: 1) what we do to competitors every time we position a client and 2) what happens when clients have to re-position their own brands. From Coke/Pepsi, Avis/Hertz, and about another dozen brand examples, including one of our clients who is currently re-positioning, Mark and Lorraine explore the excitement and warnings that come with re-positioning a brand.
Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning.

Next Episode

How Positioning Impacts Sales

Yes, this is a marketing podcast, but Mark and Lorraine decided to tackle the closely related topic of sales. How does positioning impact sales? Is there a framework under which both marketing and sales operate? Can positioning supercharge your sales team? These questions and others are answered on today's episode.
Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning ... AND sales.

Brand Shorthand - Ways to Differentiate: The Market Specialist

Transcript

Mark Vandegrift:
Welcome to the latest episode of the Brand Shorthand Podcast. I'm your host, Mark Vandegrift, and with me is the specialist of positioning, Lorraine Kessler. Lorraine, any thoughts before we dive into today's topic?
Lorraine Kessler:
Well, let's see, I've started a new book called The Wager, which I very much enjoyed. The author? Don't ask me his name. But I did read another book by him called The Flower Moon, I think, murders or killings about the Osage Indians. And