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Positioning for Professionals
By Williams, Tim
Positioning for Professionals
- SKU
- 9780470587157
- Size
- --- No value ---
Details
Authors:
Williams, Tim
Format:
Hardcover
GTIN13:
9780470587157
ISBN10:
0470587156
Page Count:
208
Dimensions:
6.0x0.9x9.1
Publisher:
Wiley
Jacket Notes:
POSITIONING FOR PROFESSIONALS
How Professional Knowledge Firms Can Differentiate Their Way to Success
In the last twenty years, no marketing concept has captured the collective business imagination more than "branding." While many professional service firms are in the business of helping their clients build a stronger brand, they seldom pay the same kind of attention to developing their own brand. As Positioning for Professionals reveals, it's all about differentiation. Filled with proven insights and valuable differentiation strategies, this visionary book takes a step back to examine how your professional firm can make the transition from being a "recognized name" to becoming a highly focused brand--and why a stronger brand means stronger profits.
Marketing and advertising thought leader Tim Williams reveals how developing a well-defined positioning strategy can help your firm earn a more powerful reputation in the marketplace. Take a look inside for world-class guidance on:
- Why building a successful brand means going against your instincts
- Foregoing best practices for "next practices"
- Why there's no such thing as "full service" or a "general market"
- Why copying competitors' strategies doesn't work ...
- ...and why differentiating does--with big results
Destined to become the desktop brand development and business strategy companion you will turn to again and again, Positioning for Professionals offers you powerful, insightful ideas for positioning your firm for maximum market success.
POSITIONING FOR PROFESSIONALS
How Professional Knowledge Firms Can Differentiate Their Way to Success
In the last twenty years, no marketing concept has captured the collective business imagination more than "branding." While many professional service firms are in the business of helping their clients build a stronger brand, they seldom pay the same kind of attention to developing their own brand. As Positioning for Professionals reveals, it's all about differentiation. Filled with proven insights and valuable differentiation strategies, this visionary book takes a step back to examine how your professional firm can make the transition from being a "recognized name" to becoming a highly focused brand--and why a stronger brand means stronger profits.
Marketing and advertising thought leader Tim Williams reveals how developing a well-defined positioning strategy can help your firm earn a more powerful reputation in the marketplace. Take a look inside for world-class guidance on:
- Why building a successful brand means going against your instincts
- Foregoing best practices for "next practices"
- Why there's no such thing as "full service" or a "general market"
- Why copying competitors' strategies doesn't work ...
- ...and why differentiating does--with big results
Destined to become the desktop brand development and business strategy companion you will turn to again and again, Positioning for Professionals offers you powerful, insightful ideas for positioning your firm for maximum market success.
Description
It's not the best companies that prevail in the marketplace, but rather the best brands. The goal of business strategy is not just to be better, but different. Learn how to build a differentiating value proposition by clearly and carefully defining your brand boundaries: Calling, Competencies, Customers, and Culture.
Positioning for Professionals shows how a well-defined value proposition can help professional service firms create their own success instead of copying the success of others, including such concepts as:
- How and why professional service brands become homogenized
- Why standing for everything is the same as standing for nothing
- Why there's no such thing as full service
- Deep and narrow as a strategic imperative
- Why it's better to be a profit leader than a market leader
- Differentiation and price premiums
- How to map your brand on the matrix of relevance and differentiation
- How to define a value proposition that will make your firm intensely appealing to the customers who want you for what you do best
Based on the proven premise that the most profitable business strategy is not to aim at the center of the market, but rather at the edges, Positioning for Professionals is written for leaders, managers, and other senior executives of service companies in with a particular emphasis on professional service firms.
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