Listen to the full episode of Unlock People’s Potential with Laura Ries: https://www.contriber.com/brand-positioning-laura-ries/ Companies often make positioning mistakes such as promoting too many benefits, lacking focus, or changing the focus too frequently and, therefore, losing the position they had in the customer’s mind. This kind of setbacks can be avoided. Have you ever wondered: How should a brand build a position for a new product/service? What to do when you have to compete with a leader in your market? What is the main purpose advertising should be used for? How you can use a Visual Hammer and a Battlecry to reinforce your position in a market? We interviewed a leading brand strategist, Laura Ries, who is also a bestselling author, sought-after speaker, and popular television personality. Guerric de Ternay talked to Laura about brand positioning, marketing strategy, competing with a market leader, using Visual Hammer, and many other interesting marketing topics. Dig into the presentation to learn from the 11 tips Laura Ries shared with us and start improving your brand’s position today. Listen to the full episode of Unlock People’s Potential with Laura Ries: https://www.contriber.com/brand-positioning-laura-ries/ .

1. 9 Positioning Tips from
Marketing Guru Laura Ries:
They Will All Dramatically
Benefit Your Brand

2. Increase your sales and improve your brand’s image
with these marketing advice from Laura Ries.
We met with a positioning and branding expert Laura
Ries, daughter of marketing guru Al Ries. We discussed the
relationship between advertising, positioning, PR, and
brand success.
Follow 9 Tips Laura Ries shared to boost your brand’s
image.

3. 1.
Positioning requires you to look into
the consumer’s mind to find a hole,
where you can position your brand.

4. 2.
In advertising, positioning is more important
than having an original and creative campaign.

5. 3.
How to compete with the leader in your category:
1. Establish a new category for your product/service,
or
2. Do the opposite of the market leader.

6. 4.
Use a visual hammer* to reinforce your
positioning with an emotional element.
*Visual hammer = using visual together with verbal message to drive your
brand into the mind of a consumer, and create an emotional connection.

7. 5.
When positioning your product,
narrow down the focus to the
main advantage of using your product.

8. 6.
PR helps you build a brand.
Advertising helps you maintain it.
Advertising has no credibility. You need a third party
talking about your brand to generate word of mouth.

9. 7.
If your brand is well established,
you need advertising as a defence
to keep out the competition.

10. 8.
There’s an irresistible pressure to
extend the equity of the brand.
Don’t do it.
It weakens the position that
you have in the customer’s mind.

11. 9.
Have a Battlecry — an easily
memorable slogan of the brand.
A good slogan sums up a company's strategy.
It sets the tone for the marketing campaigns.
A memorable battlecry helps
consumers remember who you are.

12. More about effective positioning
Listen to the full episode here.

13. Become a skillful leader
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14. More about Contriber
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unlock the potential of your tech business
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Learn more at Contriber.com.