finding your story: branding & positioning in the hosting industry
DESCRIPTION
Presentation delivered at HostingCon 2013TRANSCRIPT
Finding your storyFinding Your StoryBranding & positioning in the hosting industry
Simon WestChief Marketing Officer
“Lead generation is the single most important objective of any business-to-business marketing department. Other objectives, such as brand building, <…> are also on the list, to be sure. But, providing a sales force with a steady stream of qualified leads is job one.”
Ruth P. Stevens, Maximizing Lead Generation
If you’re not a brand, you are a commodity.”
Phillip Kotler
“
Lead generationBrand
Spam
–
1. Understand your identity2. Define your position3. Tell your story
Understand your identityCulture ValuesVisionVoice
Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.”
Jack Ries & Al Trout, Positioning
“
FunctionalSolves problems, provides benefits
ExperientialSensory & cognitive stimulation
SymbolicProvides meaning & identity
Functional positioning
Experiential positioning
Experiential positioning
Functional positioning
Functional positioning
Functional positioning
Symbolic positioning
1. Evaluate the market2. Determine open space3. Be authentic & true to your identity4. Ensure alignment
Positioning
“Great marketing is storytelling”
1. Keep it simple
TinyCorp is a leading provider of next-generation turnkey holistic solution-sets that provide synergistic paradigm disruptions.
If (Count(Adjectives) > (Count(Nouns)+Count(Verbs))){ myBoilerplate = Crap; Die (“Nobody wants to read this”);}
1. Keep it simple
1. Keep it simple
2. Follow the rule of three
1. Keep it simple2. Follow the rule of three3. Make it resonate
1. Understand your identity2. Define your position3. Tell your story
1. Know who you are2. Work out why I care3. Tell that story