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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 »

Bo’s millionaire maids, rural banks and the innovation question

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Q: We are a group of business friends who own rural banks in northern Luzon. We heard you (the Senior MRx-er) speak at our RBAP-MABS conference two years ago. (RBAP is Rural Bank Association of the Philippines. MABS is a USAID-supported Microenterprise Access to Banking Services program.) We liked reading your column especially when you wrote about how the banking sector has been a largely unrecognized source of life-changing innovations like the ATM, the credit card, etc.

Posted: February 6th, 2014 in Columnists,Inquirer Columns,Inquirer Features | Read More »

Business growing difficulties of a start-up entrepreneurial venture

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Q: We’re a start-up entrepreneurial venture company in our first three years. We have no problem with what one of your previous columns called continuous innovating. That’s because the four founders of our company are all food scientists and former professors from UP Los Baños. But none of us had any business or management experience.

Posted: January 24th, 2014 in Columnists,Inquirer Columns | Read More »

Is there innovation in these two older ad media industries?

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Q: We second the request of your readers last Friday (Dec 27, 2013) for you not to leave yet the topic of innovations. We have a related question in the same industry although this one is the ad media industry.

Posted: January 3rd, 2014 in Columnists,Inquirer Columns | Read More »

How can long existing advertising services count as innovations?

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Q: Please don’t leave the topic of innovations yet. We have an important issue for your column to resolve. We’re an advertising boutique. Some four years ago, the five of us who started this small ad agency worked in one of the largest, global ad agencies.

Posted: December 26th, 2013 in Columnists,Featured Columns,Headlines,Inquirer Columns,Inquirer Features | Read More »

Isn’t the entrepreneur a different person from a manager?

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Q: Two Fridays ago, your column talked about the case of pHCare. What was fascinating in this case was how the captain of the Unilab Task Force in charge of this new product, Freddie Rodriguez, innovated in its development and market launch.

Posted: December 19th, 2013 in Columnists,Inquirer Columns | Read More »

Who can innovate more: the small or the large company?

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Q: We’re a large but local company. We’ve been following your series on innovating and agree with you that it’s today’s engine of growth. We haven’t grown over close to a decade and believe it’s because we have not innovated.

Posted: December 13th, 2013 in Columnists,Inquirer Columns,Personal Finance | Read More »

How can we innovate when everyone is just looking for a lower price?

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Q: We now have a chain of four food stalls and aiming for a fifth next year. All stalls are in food courts in major Metro Manila shopping malls. We don’t know if what we did in our menu items can be called innovations. We have mostly rice toppings of pork, chicken and beef. Customers have a choice of either shredded or little square chunks of the three. In terms of revenue share between these two choices for toppings, it’s almost 50-50.

Posted: November 22nd, 2013 in Columnists,Inquirer Columns | Read More »

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