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
355 RE-Think Innovation by Carla Johnson
354 Data-First Marketing by Janet Driscoll Miller
353 Human Centered Communication by Ethan Beute
352 Sell Different by Lee Salz
351 The Ultimate Marketing Engine by John Jantsch
BONUS A Few Ideas From the First 350 Books
350 The Long Game by Dorie Clark
349 Get Different by Mike Michalowicz
348 I'll Be Back by Shep Hyken
347 Sales Enablement 3.0 by Roderick Jefferson
346 Winfluence by Jason Falls
345 Influence by Robert Cialdini
344 The Whole Marketer by Abigail Dixon
343 Sway by Christina Del Villar
342 Go Luck Yourself by Andy Nairn
341 Everyday Business Storytelling by Janine Kurnoff
340 Social Media For Small Business by Franziska Iseli
339 Find Your Red Thread by Tamsen Webster
338 The Digital Pivot by Eric Schwartzman
BONUS The Sh*t They Never Taught You by Adam Ashton
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
The Goal Digger Podcast