Techniques and Strategies to Grow Brand Value Hardcover
Kim Whitler had created a comprehensive methodology and process that CMOs and marketing leaders can use to bridge the “theory-doing gap”― by codifying the specific techniques and strategies from best in class organizations to teach a repeatable process for creating brands that attain positional advantage in the marketplace and create firm value.
Most of us have an intuitive sense of superior branding. We prefer to purchase brands we find distinctive―that deliver on some important, relevant dimension better than other brands. These brands have typically achieved positional advantage. Yet few professionals have had the formal training that goes beyond marketing theory to bridge the “theory-doing gap”―understanding the specific techniques and strategies that can be used to create brands that attain positional advantage in the marketplace. And even the most experienced marketers have developed a brand positioning and successfully deployed it in the marketplace.
Positioning for Advantage is a comprehensive how-to guide for creating, building, and executing effective brand strategies. Kimberly A. Whitler identifies essential marketing strategy techniques and moves through the major stages of positioning a brand to achieve in-market advantage. Introducing seven tools―from strategic positioning concepts to strategy mapping to influencer maps―Whitler provides templates, frameworks, and step-by-step processes to build and manage growth brands that achieve positional advantage. This book presents real-world scenarios, helping readers activate tools to increase skill in creating brands that achieve positional advantage. Brimming with insights for students and professionals alike, Positioning for Advantage helps aspiring C-level leaders understand not only what superior branding looks like but also how to make it come to life.
You can learn more and get a copy of Kim’s book Positioning for Advantage: Techniques and Strategies to Grow Brand Value Hardcover or listening to how to put the brand positioning principles in her book into day to day practice.