Customers and prospects can have a hard time articulating their problems. And they often struggle to understand the real cost of maintaining the status quo. As a marketing leader, you must be able to inspire customers to go from the current problematic situation to an opportunity-filled future. We recently spoke with Kay Kienast, a seasoned marketing executive about this topic. Listen as she walks our audience through how she approaches brand positioning.
During the interview, Kay will answer questions such as:
- What market problems are causing her customers pain?
- What opportunity can her company provide by solving their problems?
- What is the cost of “doing nothing” for her customers?
- How should marketers determine their brand position and benefits?
To achieve revenue growth faster than the market, marketing leaders must help shape how their buyers think. They must help them evaluate their issues, quantify their pain, evaluate options and select a solution. To help, listen as Kay discusses branding positioning and messaging. You can also download our 10th annual workbook, How to Make Your Number in 2017. It walks marketing leaders through how to develop and execute their marketing strategy, including brand positioning.