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.
07/17/23 • 27 min
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
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