Positioning for Advantage: Techniques and Strategies to Grow Brand Value by Kimberly Whitler
About the Book:
Most of us have an intuitive sense of superior branding.
We prefer to purchase brands we find distinctive―that deliver on some important, relevant dimension better than other brands. These brands have typically achieved positional advantage.
Yet few professionals have had the formal training that goes beyond marketing theory to bridge the “theory-doing gap”―understanding the specific techniques and strategies that can be used to create brands that attain positional advantage in the marketplace.
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.
About the Author:
Dr. Kimberly A. Whitler is currently the Frank M. Sands Sr. Associate Professor of Business Administration at the University of Virginia's Darden School of Business.
Previously, she spent nearly 20 years in general management, strategy, and marketing roles within the consumer packaged goods and retailing industries, managing global, U.S., and Eastern European-based businesses.
She spent most of her career at Procter & Gamble and more recently served as the general manager of the Breakfast Division for Aurora Foods, the CMO of David’s Bridal, the country’s leading bridal apparel retailer, and as an officer of PetSmart, the U.S.' largest pet specialty retailer.
She has written over 350 articles as a Forbes senior contributor and has published in Harvard Business Review, MIT Sloan Management Review, The Washington Post, Ad Age, and numerous academic journals and other publications.
Her Forbes articles have garnered over 3,500,000 views, and she has been ranked as a Top Five influencer of CMOs, a Top 10 influencer of Tech B2B CMOs, and a Top 100 MarTech influencer.
She has been interviewed, cited, or quoted over 2,100 times, including The Wall Street Journal, Bloomberg, The Washington Post, New York Times, NBC, ABC, USA Today, Entrepreneur, Fox Sports, Huffington Post, and a variety of international media outlets.
And, interesting fact – she is an avid UVA men’s basketball fan!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/positioning-advantage-kim-whitler
432 Get to Aha by Andy Cunningham
431 Leading Growth by Anthony Iannarino
430 Marketing Metrics by Christina Inge
429 Primal Storytelling by Anthony Butler
428 Assemblage by Emmanuel Probst
427 Myths of Branding by Andy Millgan
426 Magic Words by Jonah Berger
425 Social Selling by Tim Hughes
424 Trust Signals by Scott Baradell
423 Creating Superfans by Brittany Hodak
422 The Martech Handbook by Darrell Alfonso
421 The Power of Scarcity by Mindy Weinstein
420 Selling in a Crisis by Jeb Blount
419 Belonging to the Brand by Mark Schaefer
418 Myths of Social Media by Ian MacRae
417 Happy Work by Nicholas Webb
416 From Backroom to Boardroom by Debbie Qaqish
415 Amplify Your Influence by René Rodriguez
414 Content Chemistry by Andy Crestodina
413 Marketing The Moon by David Meerman Scott
Create your
podcast in
minutes
It is Free
The Commercial Edge: Unleash the Power of People
The emPOWERed Half Hour
Right About Now with Ryan Alford
The Marketing Secrets Show
The Agile Brand™ with Greg Kihlstrom
B2B Agility™ with Greg Kihlström
eCommerce Fastlane: Shopify Experts Share Strategies for Acquisition, Conversion, Retention | Grow Your Shopify Store with DTC Marketing Tips