June 30, 2011
-- Brand Engineers has been working with new and existing global brand teams in the pharmaceutical and consumer goods industries for the past eleven years. They are now sharing their expertise and helping to educate the general public at no charge! All you have to do is go to their website and select the tab labeled “Positioning University” and you will have access to continuously updated content. This section consists of three parts and is intended to serve as an educational area designed to advance the understanding and implementation for product positioning.
The first section in the Positioning University is called the “Positioning Knowledgebase”
and it is a compilation of experiences, case studies, academic knowledge, and best practices in the development, evaluation, measurement, and implementation of product positioning. The next section is helpful “Positioning Tips” where each month they will highlight a specific aspect of product positioning and provide additional depth in its understanding. And finally, they are starting a book club! Dennis Crowley, President and CEO of Brand Engineers, explains, “Product positioning is an extremely dynamic area of marketing that changes quickly (1) as new media avenues arise, (2) as research techniques improve our ability to segment customers and spot trends, and (3) as markets become more crowded and in need of differentiation.”
In order to keep up with new theories, techniques, and ideas they will be constantly digging into publications both new and old. In the “Book Club” they will also provide their synopsis and expert review of these resources in case you do not have much time to browse through them yourself.
They encourage you to explore, download, and correspond with them. You can view their new webpage by going to www.brandengineers.com. RSS link is also available if you wish to be notified regarding new content.