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Why not position on customer goals?

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Q: We’re a group of professors formed by our dean as a task force to craft the positioning for our school’s BSBA (Bachelor of Science in Business Administration) program.

Posted: April 4th, 2014 in Columnists,Inquirer Columns | Read More »

Why not position on the customers’ most important product value?

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We are sales engineers assigned to key institutional accounts. We supply and sell in bulk our company’s beverages, juices and coffee. We’ve been sales engineers in this company for more than 20 years. In our sales training of junior or new sales engineers, we’ve stayed with the tried and proven USP (unique selling proposition): “Find out what’s the account customer’s most important product value and if your product has that value, then position in it and you’ll make the sale.”

Posted: March 21st, 2014 in Columnists,Featured Columns,Inquirer Columns,Inquirer Features | Read More »

What’s the latest in brand positioning? Part 2

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Last Friday (March 7, 2014) our reader asked: “It’s been so many years since last we heard anything new about brand positioning. Do you have anything new on brand positioning that can help us once more?”

Posted: March 14th, 2014 in Columnists,Inquirer Columns,Inquirer Features | Read More »

‘To the adult woman bothered by the odor of her external genitalia’–and other brand positioning stories

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After listening to a talk you gave on “the latest in brand positioning” some years ago at a PMA (Philippine Marketing Association) seminar, we changed our product’s brand positioning model to one of the models that you showed at your talk. We were then having a brand positioning problem and the change helped us a lot. But now, we’re experiencing again a problem with our change in positioning.

Posted: March 7th, 2014 in Columnists,Inquirer Columns | Read More »

Love and embrace change! Lessons from the Top 10 innovative MBAs in the world

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Q: We’re a virtual community made up of 12 business executives who all graduated from AIM (Asian Institute of Management). Aside from connecting via the Internet, we meet over dinner once a month. During a month’s dinner, we talk about what’s new in each other’s industry and competition.

Posted: February 14th, 2014 in Columnists,Inquirer Columns | Read More »

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