How to Nail Product Positioning (April Dunford with Jason Barnard)
32 min
April Dunford with Jason Barnard at Kalicube Tuesdays

April Dunford talks with Jason Barnard about how to nail product positioning.

In this podcast, April and Jason talk about how to position both your brand and its products well for your customers. April defines the term positioning and then explains in detail both the 3 styles of positioning in a market and the components of positioning (competitive alternatives, unique attributes, value, customer segments and market category). April goes into depth with Jason on how these components can influence your position and what that means for your business.

In partnership with Wordlift

What you’ll learn

00:06 Introducing April Dunford00:45 April’s Knowledge Panel01:14 How Google decides who to put in the ‘people also search for’ element  02:03 April’s Brand SERP03:39 What is the definition of positioning05:12 What is the difference between marketing and positioning?06:44 Who do you position your offers for?08:12 The evolution of a brand's positioning09:45 How often should you reassess your positioning?11:02 What are the components of positioning?13:30 Thinking about the competitive alternatives15:12 What is the value of a product and why does it matter to the customer?15:37 What is ‘Market category’ in the components of positioning?16:28 The relationship between the components on customer-centric positioning18:00 Positioning of Kalicube’s Brand SERP course20:26 Brand SERP rankings22:22 Controlling your digital footprint23:15 What are the styles on positioning in a market?25:37 Smart glasses as an example of head to head style positioning28:00 The problems inherent in creating a new market
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