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Strategic Positioning
is how you Differentiate in the Mind of the Customer
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Positioning is how you differentiate your brand in the mind of your customer. Any investment or decision related to your brand that’s not tethered to a clearly defined positioning strategy compromises your market value.
Europe’s #1 Differentiation Advisor
Lorenz Wied has developed a disciplined practice to ensure that any marketing investment aligns with the brand positions of our clients. We are stewards of our clients’ marketing goals and our charge is to Differentiate Responsibly®. Your company has a story. We help you tell it.
Positioning Strategy
Developing an Effective Positioning Strategy
By definition, positioning is the process by which a brand (a product or service) is marketed with the goal of owning a meaningful and differentiated idea in the mind of the customer. Seems simple enough.
In practice, very few marketers are able to apply the principles of positioning in order to achieve this goal. Even the fathers of positioning, Jack Trout and Al Ries, do not provide readers of their books the obvious means or steps toward developing an effective positioning strategy. The principles are there, but perhaps not as obvious is how to practice and execute an effective positioning strategy.
With more than 20 years’ experience applying and executing the principles of positioning, our advisory and consulting service has earned the reputation as Europe’s #1 Differentiation Advisor. We are positioning strategists – trained in the principles of positioning in order to effectively execute upon our clients’ positioning strategies.
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Jack Trout, my mentor, friend and long-time partner at Trout & Partners, said: “Lorenz Wied, like no other advisor, has successfully turned the principles laid out in our positioning books and created a disciplined practice. He really does get it.”
Getting the right idea: developing the positioning strategy
Most clients and agencies start with the “things.” “We want to grow.” or “We need better marketing.”
Lorenz Wied starts with the business challenge or goal. No one really wants a new marketing approach. Everyone wants more customers. The business goal can come in many forms: “We want to successfully…”
- Start a new company
- Launch a new product or service
- Develop more leads
- Increase market share
These are all wildly different business challenges. But they all require a positioning strategy to achieve the goal.
Lorenz Wied applies the principles of positioning in a disciplined fashion in order to get the right idea — the concept that will direct all the marketing required to achieve the business goal. The marketing “stuff” is then prescribed by the positioning strategy.
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Strategic Positioning – Mag. Lorenz Wied-Baumgartner – Strategic Positioning
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You want us to look at your Differentiation potential.
We’re happy to propose how we can work together.
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Case: INFRANORM®
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2007 INFRANORM® changed everything, except what made them different – their core competence. Company name, claim, product range, go to market approach, communication and they created a differentiating position.
Today INFRANORM® is the leading specialist in Infrastructure technology and helps production companies to reduce energy cost, increase safety and function of production processes. This way the contribute significantly that the production company makes money. Today the product range is 80% smaller, sales went up 700%.
Numerous renowned awards confirm the excellent performance of this company.
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Strategic Positioning /
Case: INFRANORM®
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Think Infranomic
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“Think Infranomic!”
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Strategic Positioning / Case: Rayjet®
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Think Infranomic
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Think Infranomic
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Case: Rayjet®
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With the Rayjet® Trotec® wanted to launch a product for the entry market for laser-cutting, -engraving, and –marking devices that is better than any other product in the market. The Rayjet® is the first product that can be operated without instruction, without installation procedures, and has no maintenance requirements. Even the laser is maintenance free. The sales projections were too low.
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Strategic Positioning – Mag. Lorenz Wied-Baumgartner – Strategic Positioning
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