Gartner Blog Network

Tag: 'positioning' Blog Posts

from the Gartner Blog Network

Reflections on Positioning

by Hank Barnes  |  June 13, 2017

Last Sunday, Jack Trout passed away.   There are plenty of stories about his legacy that you can find via Google (here is one from the New York Times).  ...

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Customer Definition May Be More Important Than Category Definition

by Hank Barnes  |  May 23, 2017

For many startups, the nirvana is the creation of a category.  By creating the category, you establish the leadership position in it.   But category creation is not easy.  ...

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The Three Cs of Messaging and Positioning in Marketing: Pick Any Two

by Jake Sorofman  |  January 12, 2017

Late last year, I shared some thoughts on how and why positioning and messaging efforts so often go off the rails. One of the anti-patterns I described was what I...

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Appealing to Everyone Appeals to No One

by Hank Barnes  |  December 20, 2016

This is not going to be a late post on the election (if you know me well, you know I don't talk politics).   But there continues to be a...

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The Rule of Three in Marketing

by Jake Sorofman  |  August 25, 2016

Early in my career, I worked with a brilliant guy—a charismatic showman who may have sold snake oil in some other life—who presented every case in three parts. He'd stand...

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Establish Your Market Context with a Strong ViewPoint

by Hank Barnes  |  August 9, 2016

When you write and talk about a topic a lot, you often find like minded people.   Through the work I've done around positioning, messaging, and storytelling, I've had several...

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Digital Marketing and the Convergence of Everything

by Jake Sorofman  |  July 26, 2016

A couple weeks ago, I wrote about the tyranny of words and how, sometimes, the more we say, the less we all understand. Loose language and opportunistic co-opting of categories,...

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Simple Tests to Assess and Improve Your Messaging

by Hank Barnes  |  July 12, 2016

As our research shows, messaging continues to be a challenge for many tech providers.    The reasons for this are varied, but some of the biggest issues are the breadth...

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Digital Marketing and the Tyranny of Words

by Jake Sorofman  |  July 7, 2016

Without proper care and feeding, words can become slippery, pernicious things. This, of course, is the case wherever and whenever words are used and abused, but it often feels particularly...

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Positioning Platform Businesses

by Hank Barnes  |  May 17, 2016

The key to effective messaging is a strong positioning foundation.    As those that follow me know, I'm a strong proponent of the positioning model put forth by Geoffrey Moore...

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