The Interview Series
Key ingredients for brand positioning?
Brand positioning starts with clearly articulating your value proposition to the customer. To do that, I use a framework that first drives the team toward consensus on 6 ingredients:
- Target – actionable universe of buyers
- Segment – key, predisposing attribute
brand – a name you call yourself
- Category – a competitive frame for the buyer
- Distinction – what makes you unique
- Proof – perceived evidence of truth
Once you have the ingredients, you can string them together into a sentence like this:
For target who are segment, brand provides the category with distinction because of proof.
You can articulate the value proposition for anything using this framework. For example:
For drivers who value automotive performance, BMW provides luxury vehicles that deliver joy through German engineering.
Skilled creative people can turn that into marketing communications, like this. That’s how it works.
How important is creative when telling a story?
Current state of creative in B2B from your point of view?
Abysmal. We’ve raised a generation of “Growth Hackers” who think Marketing is just Math. It’s not.
The distinction between “B2B” and “B2C” is often part of the problem. Companies don’t buy anything. People, within companies, buy things. And those people don’t magically turn from “Bs” to “Cs” on their evening commute. They’re people, all day, and we should talk to them like it.
Favorite brand and why?
Future of marketing events and conferences (virtual vs On-site)?
Bonus question: Favorite movie and why?
This is a tie for me, between The Godfather, and Cinema Paradiso.
The former explains how the world works, on the back of relationships, reciprocity, power, passion, and family. The latter is about what makes life worth living… Love, art, friendship.