Positioning for Advantage Techniques and Strategies to Grow Brand Value
Produktdetaljer
Biografisk notat
Kimberly A. Whitler is the Frank M. Sands Sr. Associate Professor of Business Administration at the University of Virginia’s Darden School of Business. She has published in Harvard Business Review, Sloan Management Review, and a number of academic journals. She is a senior contributor to Forbes, having published more than 350 articles. She previously worked for companies including Procter & Gamble, Aurora Foods, David’s Bridal, and PETsMART, holding positions such as general manager and chief marketing officer.Achieving positional superiority across product, packaging, communication, and go-to-market efforts are the keys to brand building and often category growth. The challenge is how to get there. Kimberly A. Whitler’s book provides concrete strategies and examples that help the reader move beyond the ‘what’ to the ‘how.’ This is an essential read for any brand leader to increase their skills and move from insight to action. It’s a great blend of academic research and practical know-how that I wish I had had in my library years ago.
- F. D. Wilder, senior advisor, McKinsey and Company, and former chief digital officer, Procter & Gamble,
Never before have we seen a time when purpose, authenticity, and value proposition for brands are so critical. Kimberly A. Whitler provides a wonderful roadmap for academics and CMOs alike as we navigate this new world. This is a must-read for anyone who hopes to build tomorrow’s enduring brand.
- Greg Welch, partner and practice leader, SpencerStuart,
In my work with executives, I find a thought flow like this works best: concepts > tools that "work the concept" > examples or case studies > "now do this yourself." This helps move executives from conceptual understanding to developing skill, and Whitler has done just that with this book. Each chapter introduces a concept and then presents tools and examples to help the reader understand how to apply the tools. <i>Positioning for Advantage</i> is a great way to bridge from academic concepts to practical tools and applications.
- Bernie Jaworski, Peter F. Drucker Chair in Management and the Liberal Arts, Drucker School,
In my consulting, one of the biggest challenges I talk about with executives is how to drive growth. Most books on the topic tend to focus on big-picture conceptual ideas without clarity on “how to <i>do</i> work differently” to achieve success. Whitler’s book is novel because she bridges the lofty conceptual ideas with specific skill-building tools that can help people become more proficient at “doing” marketing—all of which helps drive brand growth. It’s a must read for anybody who wants to better understand how to create positional advantage for brands and businesses.
- Tamara McCleary, CEO, Thulium,
Whitler not only fills the theory-practice gap in marketing strategy with a hands-on focus on building marketing skills around key tools, but goes beyond descriptions to guide readers on broader applications for later use in corporate life.
- Claudio Alvarez, Baylor University,
It is smart to follow Whitler's guidance, regardless of business type.
CMS Wire
Comprehensively detailed, well organized, thoroughly 'user friendly' in presentation, 'Positioning for Advantage: Techniques and Strategies to Grow Brand Value' is a complete DIY instructional guide and manual with respect to branding a service of product in today's highly competitive market places.
Midwest Book Review and Wisconsin Bookwatch
<i>Positioning for Advantage</i> is a valuable resource for B2B marketers. The customer-centric, market-centric approach to brand positioning described by Kimberly Whitler will help B2B marketers build powerful brands that will drive revenue growth.
Customer Think
Positioning for Advantage is a comprehensive how-to guide for creating, building, and executing effective brand strategies. Kimberly A. Whitler identifies essential marketing strategy techniques and moves through the major stages of positioning a brand to achieve in-market advantage. Introducing seven tools—from strategic positioning concepts to strategy mapping to influencer maps—Whitler provides templates, frameworks, and step-by-step processes to build and manage growth brands that achieve positional advantage. This book presents real-world scenarios, helping readers activate tools to increase skill in creating brands that achieve positional advantage. Brimming with insights for students and professionals alike, Positioning for Advantage helps aspiring C-level leaders understand not only what superior branding looks like but also how to make it come to life.
Introduction and Organizing Framework
1. The Marketing Impact Framework
Marketing Strategy Tools
2. The Positioning Concept
3. The Brand Essence Statement
4. Strategy Mapping Methods
Bridging Tools—From Strategy to Implementation
5. The Strategic Marketing Plan
6. The Creative Brief
Marketing Plan Tools
7. The Marketing Technology Blueprint
8. Key Opinion Leader and Influencer Mapping
9. Brand Measurement Methods
Pulling It Together
10. Activating the Tools through Practice and Implementation
Notes
Index