Branding and Positioning: The Heart of Excellence
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The document discusses the importance of branding and positioning for companies and institutions. It provides details of a case study where a marketing agency worked with Nazareth College to develop a new positioning statement and branding. Through research, they determined Nazareth produces civic-minded graduates but is misunderstood in the community. The new positioning positions Nazareth as developing energetic citizens with strong values who improve society through critical thinking and service.
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Branding and Positioning: The Heart of Excellence
- 1. Branding and Positioning: The Value of Standing for Something BIG! The Simon School November 7, 2001 S:/Cogmark Admin/ COGMARK / Cogmark Boilerplate / Boilerplate / Branding.ppt
- 26. Nazareth College The Heart of Excellence
Notes de l'éditeur
- Why positioning and branding is important— I’m starting with this classic ad from McGraw Hill At different stages of a product or company’s life cycle your sales people may find themselves facing these objections. The only solution is marketing. There’s nothing worse than going on a cold call. Lack of awareness for what your company or product stands for leads to longer buying/selling cycles.
- This is extremely important for you all because it gives you a way to evaluate the myriad of marketing opportunities that come your way. Is this sponsorship more important that that one? Where should you advertise?