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69 Cards in this Set

  • Front
  • Back
What is a brand positioning statement?
Defines what you tell customers about your product
What is the cornerstone of marketing?
brand positioning statement
What defines everything about what your brand is?
brand positioning statement
What are the different elements of marketing?
pricing
packaging
distribution channels
merchandising
manufacturing and sales
What do all of the different elements of marketing need to do?
reflect your brand's position.
What is the purpose of a brand's position?
Why they should buy YOUR product over the compettion
What is the single most import skill of a marketer?
being able to articulate a brand's position in a sentence or two
What are the three elements to a brand positioning statement?
target audience
brand benefit
compelling reason why
How should you be able to identify your target audience?
as narrowly as possible
How must your brand position be stated?
using "kitchen logic"
fill in the blanks:

target audience is ___
benefits are ____ ______ _________
compelling reason is ___ ___ __ __
who
what you're providing
how you do it
What should be true about a brand position?
What your brand's position is should be clear and obvious to everyone
What is a good way to be able to back up your benefits?
with numeric claims
What is a unique selling proposition?
buy this product and you will get this benefit
what must a unique selling proposition express?
a benefit that competitors do not, cannot, or will not offer
What must a unique selling proposition be strong enough to do?
pull new customers in
What matters more than product superiority in regards to brands?
customer's perception of the product
what is a brand?
an experience living at the intersection of promise and expectation
What are brands designed to cut through?
the noise of the market place
What should a brand create?
value
What is important to note about value?
different people esteem value as different things
What must you do with a brand's promise?
keep it. A broken promise makes a brand worthless
what is branding the act of?
managing customers' expectations so as to get the audience to see your brand as the "only" solution, not the best solution
What are the tips to achieving a strong brand?
1) everything you communicate must reinforce the brand's message
2) products must be consistent
3) every bad experience with your product is hard undo
4) keep aware of competitors and their actions
What is a tip on branding?
determine what your brand's competitive advantage is and build on it
Fill in the blanks:
Brands are more about ________ than ____
feeling, fact
What is the process of brand development?
1) identify target audience
2) identify core values of your company
3) identify brand personality, tone and manner
4) identify brand promise
5) create brand positioning and message
6) create brand articulation
What do identifying the core values of your company provide?
focus
What does identifying the brand personality, tone, and manner provide?
ability to establish relationships with your target audience
What benefit does identifying a brand promise provide?
determines the actions you will be taking
What does creating a brand positioning do?
directs the type of messaging you do to your audience
What does creating a brand articulation do?
it provides relevance and assists messaging
What is a brand strategy?
what benefit your brand offers a target audience
What is a marketing strategy?
what business goal is to be achieved through your brand strategy (What are you trying to accomplish with your marketing)
What are your marketing tactics?
the actions you'll take to execute your marketing strategy (the actions you'll take to accomplish your mission)
What are the four types of mission statements?
-corporate mission statement
-working mission statement
-departmental mission statement
-personal mission statement
What is a corporate mission statement?
the general mission of a company?
What is important to remember about a corporate mission statement?
its the flowery, "feel good" statement, but not very useful in driving busines
What is a working mission statement?
condenses the corporate mission statement to both define your business goals in broad strokes and defines what you do in a single sentence.
Why use a working mission statement?
It's something everyone in the company can internalize and remember, and that can drive goals
What does a working mission statement define?
What makes you different, better, and special
What is a department mission statement?
defines the role of your department plays in the working mission statement
What is a personal mission statement?
defines the role you play in the bigger picture
What are the three steps to creating a mission statement?
1) identify who you're serving
2) list ideas that sum up your job responsibility
3) identify a core principle for which you will stand
An operating charter is the foundation of?
your business plan
An operating charter defines
your scope
An operating charter lists
the tasks you'll accomplish
An operating charter identifies
how you'll measure success
An operating charter waves
warning flags for things that are out of your control that will mess things up
how long must an operating charter be?
1 page
What are the six elements of an operating charter?
1) scope
2) primary and secondary objectives
3) aspirations (what you're going to achieve)
4) how you're going to quantify success
5) constraints (threats)
Why do operating charters work? Three reasons
1) defines what happens in everyday work life
2) helps people stay focused on what is most important
3) prevents less than stellar ideas from overtaking essential ones
What is marketing research?
the systematic gathering, recording, and analysis of data
What is the task of market research?
provide management with relevant, accurate, reliable, valid, and current information
What is required at all stages of the marketing research process?
planning
What are the two main types of data?
primary and secondary
What is primary data?
data that is collected from scratch, to solve the problem at hand
What is secondary research?
research conducted on data that doesn't exist
What is the problem of primary data?
costly
What is the problem of secondary data?
rarely solves the problem at hand
What is exploratory research?
research that provides insights and comprehension into a problem or situation, but does not draw definite conclusions
What is conclusive research?
research that draws conclusions
What is qualitative research?
exploratory research performed on small numbers of people, not applicable to general population
What is quantitative research?
conclusive research performed on a large scale, applicable to the general population
what is the assumption trap?
assuming you know enough to sell your products without gathering new information to challenge your assumptions
what is the first essential task a marketer does?
create a strategic, actionable plan to guide the branding, marketing, and communication of their products and services
What is the second essential task a marketer does?
they identify the essence of their brand story, and how to sell it with passion
What is the third essential task a marketer does?
they develop and foster interaction with their customers wherever they are
What is the fourth essential task a marketer does?
they use creative ideas to build marketing plans to grow long-term profits