Description
Book SynopsisPositioning 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.
Trade ReviewAchieving positional superiority across product, packaging, communication, and go-to-market efforts are the keys to brand building and often category growth. The challenge is how to get there. Kimberly A. Whitler’s book provides concrete strategies and examples that help the reader move beyond the ‘what’ to the ‘how.’ This is an essential read for any brand leader to increase their skills and move from insight to action. It’s a great blend of academic research and practical know-how that I wish I had had in my library years ago. -- F. D. Wilder, senior advisor, McKinsey and Company, and former chief digital officer, Procter & Gamble
Never before have we seen a time when purpose, authenticity, and value proposition for brands are so critical. Kimberly A. Whitler provides a wonderful roadmap for academics and CMOs alike as we navigate this new world. This is a must-read for anyone who hopes to build tomorrow’s enduring brand. -- Greg Welch, partner and practice leader, SpencerStuart
In my work with executives, I find a thought flow like this works best: concepts > tools that "work the concept" > examples or case studies > "now do this yourself." This helps move executives from conceptual understanding to developing skill, and Whitler has done just that with this book. Each chapter introduces a concept and then presents tools and examples to help the reader understand how to apply the tools.
Positioning for Advantage is a great way to bridge from academic concepts to practical tools and applications. -- Bernie Jaworski, Peter F. Drucker Chair in Management and the Liberal Arts, Drucker School
In my consulting, one of the biggest challenges I talk about with executives is how to drive growth. Most books on the topic tend to focus on big-picture conceptual ideas without clarity on “how to
do work differently” to achieve success. Whitler’s book is novel because she bridges the lofty conceptual ideas with specific skill-building tools that can help people become more proficient at “doing” marketing—all of which helps drive brand growth. It’s a must read for anybody who wants to better understand how to create positional advantage for brands and businesses. -- Tamara McCleary, CEO, Thulium
Whitler not only fills the theory-practice gap in marketing strategy with a hands-on focus on building marketing skills around key tools, but goes beyond descriptions to guide readers on broader applications for later use in corporate life. -- Claudio Alvarez, Baylor University
It is smart to follow Whitler's guidance, regardless of business type. * CMS Wire *
Comprehensively detailed, well organized, thoroughly 'user friendly' in presentation, 'Positioning for Advantage: Techniques and Strategies to Grow Brand Value' is a complete DIY instructional guide and manual with respect to branding a service of product in today's highly competitive market places. * Midwest Book Review and Wisconsin Bookwatch *
Positioning for Advantage is a valuable resource for B2B marketers. The customer-centric, market-centric approach to brand positioning described by Kimberly Whitler will help B2B marketers build powerful brands that will drive revenue growth. * Customer Think *
Table of ContentsAcknowledgments
Introduction and Organizing Framework1. The Marketing Impact Framework
Marketing Strategy Tools2. The Positioning Concept
3. The Brand Essence Statement
4. Strategy Mapping Methods
Bridging Tools—From Strategy to Implementation5. The Strategic Marketing Plan
6. The Creative Brief
Marketing Plan Tools7. The Marketing Technology Blueprint
8. Key Opinion Leader and Influencer Mapping
9. Brand Measurement Methods
Pulling It Together10. Activating the Tools through Practice and Implementation
Notes
Index
