Tag: positioning

05/05

Does your Radio Positioning Suck?

"If you repeat something often enough, folks will believe it." That's one of those old radio maxims that results from years of radio stations repeating positioning messages and years of consumers repeating them back to us. But do they really believe the messages? Or are they just skilled at repeating them back to us? And what if the message they're repeating isn't credible? And what if you know it isn't credible and they know it isn't credible? Or, worse, what if they don't care whether it's credible or not? In other words, what if your message matters much more to you than to … [Read more...]

07/25

Is it Time to Stop “Owning a Word”?

Back in the day, Ries & Trout galvanized broadcasters by preaching the power of the "word." Own one, they advised.  Just one. This played well with a broadcasting audience for obvious reasons - we were and largely are in the audio business, and messaging in that business continues to be driven by words (I happen to think it should be driven more by sounds, but that's a topic for another post). CUT TO: PRESENT DAY Ries & Trout begat Ries & Ries, helmed by Al Ries's daughter Laura.  And Laura's new book, Visual Hammer. Her pitch: Al and I have been preaching about the … [Read more...]

09/29

How to be “Different” – Part 2

Youngmee Moon is the author of Different: Escaping the Competitive Herd – one of my favorite books of 2010. Youngmee is a professor at the Harvard Business School and author of many world-famous Harvard Business School case studies. This is the second and final part of our conversation. You can read part one or check out the complete audiocast here. You can also subscribe to all the Mark Ramsey Media podcasts at iTunes. Youngmee, you’re saying that just because we can measure a difference doesn’t mean that difference is meaningful to consumers. Exactly. That’s exactly … [Read more...]

09/28

How to be “Different” – Part 1

Youngmee Moon is the author of Different: Escaping the Competitive Herd – a book that is one of my favorites of 2010. Youngmee is a professor at the Harvard Business School and author of many world-famous Harvard Business School case studies. This is a truly enlightening conversation, and you can catch the whole think via this audiocast.  Today I will share the first of our two-part conversation in edited form. Listen to our entire conversation here (it's worth it) - or subscribe to all the Mark Ramsey Media podcasts at … [Read more...]

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