May 2, 2023

Create Powerful Brand Positioning in Less Than a Month

Are you struggling to make your brand stand out in today's crowded market? Do you want to learn how to position your brand to attract your ideal customers and increase your sales? If so, I'm excited to invite you to join our brand positioning course that starts on May 16. This is a tell-and-do course in which participants will learn the key positioning pillars and start to craft their positioning.
April 21, 2023

Content Marketing is Dead

This blog post argues that the traditional way of content marketing is over, and the rise of ChatGPT and AI will make creating content at scale easy and fast, leading to an overwhelming amount of generic content. This creates fierce competition, making it harder for people to find quality content. The author highlights the importance of making content stand out and generate ROI, posing how to create engaging content in a sea of options. Additionally, the post warns that the current advantage of using ChatGPT at scale may not last long due to the arms race in the industry.
April 20, 2023

The Biggest Driver of Brand Positioning ROI

This blog post emphasizes the importance of the brand positioning process, arguing that the value comes from a deep exploration of customers, competitors, and products. It highlights a case study of a condo management software company whose chief revenue officer found success telling the company's story during the positioning exercise, even before completing deliverables like value propositions, brand positioning statements, a competitive audit, and messaging for the website and social media.
April 18, 2023

Stand Out in a Crowded Marketplace: The Power of Brand Positioning

In this podcast episode, Mark Evans and Clay Ostrom discuss the importance of brand positioning in marketing and sales. We explore how positioning is about finding a unique place in the market and creating a memorable connection with customers.
April 12, 2023

How to embrace the power of account-based marketing (ABM)

Account-based marketing (ABM) is attracting a lot of attention from companies looking to take a more focused approach to attracting and engaging prospects.
April 4, 2023

How Marketing and Positioning Transformed Pickleball into a Red-Hot Sport

In the past four years, pickleball's popularity has exploded. One of the key players is Laura Gainer, a marketer who helped Pickleball USA reposition pickleball as a cool sport for everyone, not just retirees.
March 31, 2023

ChatGPT and AI are Poor Ways to Position Your Brand

AI and ChatGPT are wildly embraced by many B2B companies looking to attract the spotlight. But they're poor attempts to position a company as different because everyone is jumping on the AI and ChatGPT bandwagon.
March 30, 2023

Positioning is Not a Set-it-and-forget-it Proposition

One of the realities of positioning is that it's not a set-it-and-forget-it exercise. Instead, positioning evolves over time to reflect macro-economic, competitive and your product.
March 29, 2023

Customers Don't Care About Your Product

Many companies lead with prices, benefits and features. Truth be told, prospects and customers don't care. What they care about is what's in for them. How is your product going to meet their needs?

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