marketing strategy Archives

Brand Messaging and Copywriting
Positioning: The Battle for Your Mind [Book Notes]
To understand a concept deeply, you need to know The Greats. Frankly, this is why I reluctantly reached out to “Positioning: The Battle for Your Mind” by Al Ries and Jack Trout. After all, the book was initially published in the 1970s, and a lot has changed. But I still found “Positioning” a useful read.…
Brand Messaging and Copywriting
Crafting Successful Brand Messaging: a Step-by-Step Guide [with Template]
Here’s a typical scenario. After lengthy discussions, the team finally agrees. The current brand messaging is outdated and inefficient. Something needs to be done. They hire a creative expert that comes up with a great new headline and some copy for the landing page. The homepage gets redone, everyone’s happy, the end. On the surface,…
Content Marketing
Content Marketing Blueprint: a Building Block for Content Excellence [Content Marketing Plan Template]
The Content Marketing Blueprint is a one-page document that shows concisely what you’re doing with content — and why. Here’s a handy template you can use, along with step-by-step guidance on how to fill it in.
Digital Strategy
Marketing 4.0: the Convergence of Online and Offline Touchpoints [Book Notes]
Marketing 4.0 is a great theoretical basis – no matter if you’re just starting out in marketing or want to look at your customers’ journey through a new prism. The customer path is an especially useful tool and the focus on human centricity is an important addition that brands need in the digital world. It’s…
Brand Messaging and Copywriting
Obviously Awesome: a Guide to Successful Positioning [Book Notes]
To me, positioning has always seemed like a theoretical exercise with a place in executive boardrooms but little applicability to real life. Thanks to “Obviously Awesome” by April Dunford I learned the real implications of positioning and the steps to building it right. Read this review for the full picture!