Zero concorrenti

Marco De Veglia

Zero concorrenti



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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


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


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


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


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


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


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


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


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


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




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