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The Power of Positioning A pragmatic approach

The Power of Positioning A pragmatic approach . Robert M. Wright Principal, Marketing Arts www.marketingarts.com. About Bob Wright. Seasoned Veteran: 23 Years Sales & Marketing Founded Marketing Arts, Inc. in 1994 Break-Away Launch and Positioning Strategies: forefront of best practices

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The Power of Positioning A pragmatic approach

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  1. The Power of PositioningA pragmatic approach Robert M. Wright Principal, Marketing Arts www.marketingarts.com

  2. About Bob Wright • Seasoned Veteran: 23 Years Sales & Marketing • Founded Marketing Arts, Inc. in 1994 • Break-Away Launch and Positioning Strategies: • forefront of best practices • Institutionalized Knowledge: >150 Tech Companies • Brand Name clients: • Hyperion, SAP, Mercury, BEA • Workday, Top-Tier, DemandTec

  3. Irrelevance of Marketing fork in it

  4. Brand Annoyance

  5. A New Mandate

  6. New Positioning Model Shift the focus: product-centric to sales stimulus

  7. Rule 1: Define your corner of the room

  8. Rule 2: Own a problem

  9. Rule 3: Align with the money

  10. Rule 4: Who is your Mary?

  11. Rule 5: Communicate stories

  12. Rule 6: Speak to your buyer’s aspirations

  13. Rule 7: Keep it simple We have the most plasmatic, scalable, usable, web services, self-service, mega-tronic, genetic-based, hypersonic, wiki, blah blah blah….

  14. 7 New Rules of Positioning 1. Define your corner of the room 2. Own a problem….and a funded initiative 3. Align with the money 4. Who is your Mary? 5. Communicate stories 6. Speak to your buyer’s aspirations 7. Keep it simple!

  15. In Conclusion

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