Agency President, Author, Blogger, Professor
Jim Joseph is the chief integrated marketing officer and president of the Americas for New York-based communications agency Cohn & Wolfe, part of the media company WPP Group PLC. He is the award-winning author of The Experience Effect series, teaches marketing at New York University, and is on the board of directors for the number one branding school in the country, The VCU Brandcenter. You can follow him at JimJosephExp.com.
Numbers, stats, profiles, trends and historical reviews are a start, but you have to think for yourself.
Here are quick phrases to help clarify and solidify terms that many people get confused.
A recent survey of 12,000 people revealed the companies they believe to be most genuine possess these two traits.
There's no separating yourself from your business when you're an entrepreneur. Use that to your advantage.
Small-business owners and entrepreneurs should not be fooled into thinking positioning is only for the big brands.
The statement can help you make strategic decisions, train your team and develop creative messaging.
Any company can release a product with the expected features, so you need to earn a place in your customer's heart.
Identify the very unique attributes of a product or service that make it special. Then solidify the positioning.
Choosing the sole purpose your statement rests on will be the toughest decision you'll make with your branding.
With the recent passing of the funny entertainer, here is the lesson we can all apply to our lives.
If you want customers to engage with your business, you need to clearly illustrate what it is all about.
Marketers really need to know their customers, or risk coming off flat and factual. Build up the psychographics of your potential base.
Collect as much information as you can on your target market so you can create a rich statement and experience.
There are many variations of this format kicking around, but this is one of the simplest approaches.
Parallel to marketing to positioning, which lets you construct how you want people to feel about your brand.
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© 2015 Entrepreneur Media, Inc.