Designated Editor

Need to differentiate yourself in marketplace

Get every person in the company rowing in the same direction

Your brand is diminished
Every day during every conversation, times every person

How are you different and therefore better than your competition?

Describing is not branding: the more you describe, the more you sound more like your competition

People can only remember a couple things about what you do

Conversation dynamics
Context: positioning context increases the value of commonly offered products or svs: example: Gentle Dental

Bring context to everything you do

Want people to say: Tell me more

Managing Interactions

* Your conversations are rated between differentiation and sameness
* Have to grab attention immediately
* Think about which of your services you want to highlight, pick 1 or 2 concepts
* It should only take 5 seconds to tell it
* If it doesn’t differentiate, delete that detail

Related posts:

1. John Cass at ideaLaunch “Marketing with Corp blogs: Customers are willing to talk if you’re willing to listen” Part 2 at New England EXPO for Business
2. “Content is more important than ever before” Jonathan Kranz at New England EXPO for Business
3. Effective e-Books step-by-step by Jonathan Kranz “Writing Copy for Dummies” at New England EXPO for Business
4. “Your website should be like a party: When people show up offer a drink — “Copywriting for Dummies” author at New England EXPO for Business
5. Corporate blogging “This is the way the world works today” — John Cass from ideaLaunch at New England Expo for Business, part 1

This entry was posted on Monday, June 15th, 2009 at 3:12 pm and is filed under Branding. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.