Marketing Must-Read — “Positioning: The Battle for Your Mind”
Posted: April 22, 2013 Filed under: going back to school, marketing | Tags: Al Ries, Jack Trout, Marketing, Positioning, Positioning: The Battle for Your Mind 2 Comments
a classic book — the title says it all
As a student, it can be tough to get time to read above and beyond your course materials. I mean, it can be a challenge just to read everything that your professors prescribe for you, much less anything for pleasure or your own self-directed education.
But sometimes, you just have to explore a tangent that invites you, and you’re very glad you did.
One tangent for me this semester was to dabble a bit into the concept and history of positioning. I wish I could remember Read the rest of this entry »
“One thing” to remember about your brand — it’s not just for your customers
Posted: April 4, 2013 Filed under: branding, marketing | Tags: Adam Kleinberg, branding, Business, Marketing, Zappos 3 Comments
The Power of Now … works for brands, too!
One of the things I love about getting a business education is that your classes progressively build on each other and the lines between them begin to blur. You start out with prerequisites like accounting, economics and statistics, and by the end you’re specializing in the function you want to practice — in my case, marketing. You finish with a capstone case-study seminar, which is basically an integration and application of all the disciplines you have studied since your first day of school. I love that it’s like one long project.
So the other night, my marketing and management courses collided in yet another “Aha! So that’s how they work together!” moment. Who knew that brand strategy and HR are destined to get married and have beautiful babies? Let me explain. Read the rest of this entry »
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