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Articles on Positioning
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A Look at Clarity in Positioning
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Positioning is a process that focuses on conveying product value to buyers, resulting in a family of documents which drive all outbound communications. the best... |
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Accidental Product Naming
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When creative concepts collide unexpectedly, this sudden accident incubates a branding process, which can result in a random selection of a weird strategy. By N... |
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Alignment—A Little-Understood Aspect of Product Management
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Knowing and understanding the customer is often called alignment. This article provides a foundation for the concept of alignment and relates it to several key... |
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Brand Extensions
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We have a product which is well recognized in the industry. However, it is narrowly associated with a certain type of functionality. We are about to release som... |
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Branding and Positioning
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What's the difference? And can you afford it? By Lawson Abinanti |
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Getting Management to Buy-In on Positioning
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Are your product people muttering that management doesn't listen to them? Adapt a positioning process that includes executive management approval of your messag... |
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Getting Through to the Corner Office: How to Make Sure Busy Decision Makers Read Your White Paper
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Reaching decision makers in corner offices is more important than ever. Here are two simple ways to make sure time-constrained executives read your white paper.... |
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I Heard What You Said. Now What Did You Mean?
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Now that you’ve created the personas of your prospective buyers and positioned your products for them, how do you communicate your unique value? Simply put, y... |
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I Know Nothing about Product Naming (but that Doesn’t Stop Me from Doing It!)
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As a marketer for a new product, naming is something you may have to do even though you know nothing about it. There isn't a magic formula for creating a good p... |
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Pride, Denial, and Product Positioning
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For Product Managers who are have not been through the product positioning exercise a few times, the greatest difficulty about it may not be the effort itself b... |
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Product vs. Solution
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How would you define the difference between a "product" and a "solution"? |
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SaaS Product Management
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You’re a product manager. You have segued from managing on-premise software to on-demand. Everything has changed. Or has it? By Barbara Nelson |
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Stand out in the crowd
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The lesson for business-to-business (B2B) software marketers is (no, not intimidation!): it pays to clearly and compellingly differentiate your products from th... |
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The Economics of Software as a Service (SaaS) vs. Software as a Product
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There are numerous ways of selling software these days. Software as a Service (SaaS) has been in the consumer market for a while, and is now making significant ... |
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The Secret of Moulin Rouge and the Art of Product Positioning
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"You take a very simple story and you tell it in a very complicated way." By Eran Livneh |
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Use Value Propositions to Validate Your Product
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Often times, people write value propositions for their products as part of the marketing exercise in the later part of release cycle. On the surface, it sounds ... |
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When Should You Name a Product?
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Can you tell me at what point in the process should an organization name a product and what is your recommended process to accomplish this successfully? |
