Wednesday, October 17, 2007

Presenting at the SMP Conference

I will be presenting at the Software Marketing Perspectives Conference and Expo Tuesday, October 23rd.

My seminar will be "A Template-Based Approach to Positioning". Here is the description of the session:
Product positioning is the process of defining your target market and shaping the perceptions they have of your product. Positioning largely determines which product requirements to tackle and how to market your product effectively. Prospect problems, distinctive competence, and competitive analysis should drive positioning. Yet how should these factors combine to determine your product's positioning? We will discuss positioning principles and fill out a positioning template for a sample product.
The event will take place at:
Hyatt Regency Austin on Town Lake
208 Barton Springs
Austin, Texas, 78704
See the full line-up of sessions and presenters here. Register here.

Friday, October 12, 2007

The Differentiation Test

Laura Ries tells us:
The mission of a slogan is not just to define your brand, but more importantly to differentiate it from other brands.

One way to test the differentiation factor is to reverse the slogan and pin it on the brand’s major competitor. Does it make sense? Could it define another brand? If not, then the slogan is just plain puffery that is likely to be ignored.
Read Laura's entire post. It's a great lesson on positioning with many concrete examples.