9 Positioning Tips from Marketing Guru Laura Ries: They Will All Dramatically

Benefit Your Brand

Increase your sales and improve your brand’s image with these marketing advice from Laura Ries.

We met with a positioning and branding expert Laura Ries, daughter of marketing guru Al Ries. We discussed the

relationship between advertising, positioning, PR, and brand success.

Follow 9 Tips Laura Ries shared to boost your brand’s image.

1.

Positioning requires you to look into

the consumer’s mind to find a hole,

where you can position your brand.

2.

In advertising, positioning is more important than having an original and creative campaign.

3.

How to compete with the leader in your category:

1. Establish a new category for your product/service, or

2. Do the opposite of the market leader.

4.

Use a visual hammer* to reinforce your positioning with an emotional element.

*Visual hammer = using visual together with verbal message to drive your brand into the mind of a consumer, and create an emotional connection.

5.

When positioning your product,

narrow down the focus to the

main advantage of using your product.

6.

PR helps you build a brand.

Advertising helps you maintain it.

Advertising has no credibility. You need a third party talking about your brand to generate word of mouth.

7.

If your brand is well established,

you need advertising as a defence

to keep out the competition.

8.

There’s an irresistible pressure to

extend the equity of the brand.

Don’t do it.

It weakens the position that you have in the customer’s mind.

9.Have a Battlecry — an easily

memorable slogan of the brand.

A good slogan sums up a company's strategy.

It sets the tone for the marketing campaigns.

A memorable battlecry helps

consumers remember who you are.

More about effective positioning

Listen to the full episode here.

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