9. “The solution to a positioning
problem is usually found
in the prospect’s mind,
not in the product itself.”
Positioning by Jack Trout
BRAND POSITIONING
14. 3. FOCUS ON WHAT
YOU’RE GOOD AT
BRAND POSITIONING
15. “We hear the question “what
do you do for a living?” all the
time. Your professional
category is the wrong answer.”
Book Yourself Solid by Michael Port
BRAND POSITIONING
22. “80 percent of companies believe
they deliver a superior customer
experience, but only 8 percent
of their customers agree.”
Jeff Swystun
BRAND CONSISTENCY
26. Your culture is part of
your brand whether you
want it to be or not.
BRAND CULTURE
27.
28. 1. HIRE FOR SPIRIT,
TRAIN FOR SKILL
BRAND CULTURE
29. “Marginal tactics executed
passionately almost ALWAYS
will outperform brilliant
tactics executed marginally”
Selling The Invisible by Harry Beckwith
BRAND CULTURE
36. “By expressing your passion
you create an experience that
people remember. When
people remember you
THAT is good business.”
Love Is The Killer App by Tim Sanders
BRAND CULTURE
37. “It was about building a
lifestyle that was about
delivering happiness to
everyone, including
ourselves.”
Zappos.com CEO Tony Hsieh
BRAND CULTURE
38. 60 DAY CHALLENGE
SECURE YOUR POSITIONING
- Narrow your focus.
AUDIT YOUR CONSISTENCY
- Look at every point of contact.
INVEST IN YOUR CULTURE
- Invest in your people.
39. “You can have everything you
want in life, if you just help
enough other people
get what they want.”
Zig Ziglar
