Abhilash Rao
@abhilash
Abhilash Rao
Landing page breakdown
one common challenge in positioning is that many of the benefits that make up points-of-parity and points-of-difference are negatively correlated.
Kevin Lane Keller • Marketing Management, 15/E With Indian Case Study
Monetization model that aided virality helped Fornite grow faster
Brand Narratives and Storytelling Rather than outlining specific attributes or benefits, some marketing experts describe positioning a brand as telling a narrative or story. Companies like the richness and imagination they can derive from thinking of the story behind a product or service. To help sharpen its marketing and positioning, Jim Beam,
... See moreKevin Lane Keller • Marketing Management, 15/E With Indian Case Study
A good question to ask yourself when you’re trying to learn from your emotions is, ‘What the func?’ No, that’s not a typo for a more explicit question. ‘Func’ is short for ‘function’, so ‘What the func?’ is shorthand for ‘What is the purpose of this emotion?’ What is it telling you? What does it get you? What’s buried underneath that sadness,
... See moreSusan David • Emotional Agility
Specifically, deciding on a positioning requires: (1) choosing a frame of reference by identifying the target market and relevant competition, (2) identifying the optimal points-of-parity and pointsof- difference brand associations given that frame of reference, and (3) creating a brand mantra summarizing the positioning and essence of the brand.
Kevin Lane Keller • Marketing Management, 15/E With Indian Case Study
I often think of the Noah Smith quote: “Fifteen years ago, the internet was an escape from the real world. Now, the real world is an escape from the internet.”