Model – Discovering your Differentiating Value

Model – Discovering your Differentiating Value

The “Unique Value Proposition” (UVP) has been a foundational principle in marketing for decades. Essentially, it is a short statement about the value you provide a consumer that differentiates yourself from your competitors. Unfortunately, value propositions often...
Marketing Exercise – War Games

Marketing Exercise – War Games

Developing strategies to beat your competitors is an important activity for all marketers.  However it can be obfuscated by staid analyses and CYA internal politics.  This exercise provides an outlet for your team to utilize their knowledge of your industry and the...
How many competitors do you have?

How many competitors do you have?

If you answered between 1-10, you may be looking at your marketing the wrong way. The only correct answers are either “zero” or “countless.” Zero The answer is zero because you should be positioning your brand as one of a kind for a specific audience who wouldn’t...
Hard = Sales

Hard = Sales

It’s a simple equation. People pay for what they can’t or don’t want to do for themselves. If it’s easy to do, people don’t put much value on it and are unlikely to pay for it.  People will pay for products, services and experiences they can’t possibly create...
Exercise – SWOT Squared

Exercise – SWOT Squared

Anyone reading this is likely highly familiar a SWOT Analysis.  A company evaluates internal factors (Strengths and Weaknesses) and external factors (Opportunities and Threats) that affect their business to aid in strategic planning.  Any good marketer has either...