Ulli Appelbaum

Jul 27, 2023 | brandingstrategyinsider.com | Derrick Daye |Jack Trout |Ulli Appelbaum

Brand positioning is a crucial marketing strategy that aims to create a distinct place for a product or service in the minds of consumers. In 1969, Jack Trout and his partner, Al Ries, introduced the now highly valued concept of positioning in the paper “Positioning Is A Game People Play In Today’s Me-Too Market Place.” This became the genesis of their ground-breaking first book, Positioning: The Battle for Your Mind.

May 10, 2023 | brandingstrategyinsider.com | Derrick Daye |Ulli Appelbaum

Perhaps the most important brand management activity is positioning the brand properly. Strong brands make credible, relevant, and distinctive brand promises. Even more importantly, they fulfill these every day. The brand promise clarifies what the brand stands for, and it is one of the most important reasons for stakeholders to choose a particular brand. The least a customer should expect from a brand is that the experience with the brand lives up to the promise made.