Zero concorrenti

Marco De Veglia

Zero concorrenti

23min

23min

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In the 21st century, it is essential that small and medium-sized enterprises, as well as freelancers, are able to find a way to stand out from the multitude of undifferentiated brands, and get noticed by their potential customers. To do this, you need to use brand positioning: the marketing tool that allows a brand to excel by working its way into the minds of potential customers, and establishing itself in a very specific position. In the book Zero concorrenti: Come usare il brand positioning per differenziarti e farti cercare dai clienti , Marco De Veglia illustrates his Brand Positioning Formula through the use of concrete examples, and discusses how to define the context in which your company operates, find the idea that will make you stand out, test its validity, and write your own Brand Positioning Statement.

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Analysis and key concepts

01.

A brand is not just a brand: it is also a promise you make to the customer

02.

The marketing battle takes place in the mind of prospective customers, and this is where brand positioning comes into play

03.

Brand positioning provides the foundations upon which marketing is then built up

04.

Brand positioning was originally for large companies, but today it can make a big difference for small and medium-sized enterprises as well

05.

You can find your market, and become the leader, through brand positioning

06.

To become the leader of your market, you have to define the context, find the differentiating idea, and test its validity

07.

Writing your own Brand Positioning Statement is the final step in the whole brand positioning process

08.

There are bad marketing strategies that can be fixed through brand positioning

09.

An entrepreneur should not consider personal branding as this can risk overshadowing their own company

10.

Quotes

11.

Take-home message

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Many useful tips to:

  • Understand how the world of marketing has changed in recent years.
  • Learn what brand positioning is, with a particular focus on small and medium-sized businesses.
  • Learn, step by step, how to apply brand positioning to your business.

Marco De Veglia is an internationally renowned marketing expert and consultant, known in Italy as "the Brand Positioning expert". De Veglia has worked with companies of all sizes, from multinationals to freelancers. Companies that he has collaborated with as a consultant on Brand Positioning include Conad, Danone, De Agostini, Ikea, Olivetti, and Infostrada. He is the author of two books: Zero concorrenti: Come usare il brand positioning per differenziarti e farti cercare dai clienti, and Brand Positioning Formula: The practical step-by-step guide to use Brand Positioning in your marketing

Publishing house:

ROI edizioni

Year:

2017

Pages:

170

ISBN:

978-8894217223