Finding Your Story: Branding & Positioning in the Hosting Industry
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Transcript of Finding Your Story: Branding & Positioning in the Hosting Industry
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Finding your storyFinding Your StoryBranding & positioning in the hosting industry
Simon WestChief Marketing Officer
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“Lead generation is the single most important objective of any business-to-business marketing department. Other objectives, such as brand building, <…> are also on the list, to be sure. But, providing a sales force with a steady stream of qualified leads is job one.”
Ruth P. Stevens, Maximizing Lead Generation
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If you’re not a brand, you are a commodity.”
Phillip Kotler
“
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Lead generationBrand
Spam
–
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1. Understand your identity2. Define your position3. Tell your story
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Understand your identityCulture ValuesVisionVoice
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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.”
Jack Ries & Al Trout, Positioning
“
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FunctionalSolves problems, provides benefits
ExperientialSensory & cognitive stimulation
SymbolicProvides meaning & identity
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Functional positioning
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Experiential positioning
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Experiential positioning
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Functional positioning
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Functional positioning
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Functional positioning
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Symbolic positioning
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1. Evaluate the market2. Determine open space3. Be authentic & true to your identity4. Ensure alignment
Positioning
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“Great marketing is storytelling”
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1. Keep it simple
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TinyCorp is a leading provider of next-generation turnkey holistic solution-sets that provide synergistic paradigm disruptions.
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If (Count(Adjectives) > (Count(Nouns)+Count(Verbs))){ myBoilerplate = Crap; Die (“Nobody wants to read this”);}
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1. Keep it simple
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1. Keep it simple
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2. Follow the rule of three
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1. Keep it simple2. Follow the rule of three3. Make it resonate
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1. Understand your identity2. Define your position3. Tell your story
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1. Know who you are2. Work out why I care3. Tell that story
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