May 17

Whole Brain Brand Positioning

“If your brand was a person what would its beliefs and personality be?” - Mike Amburgey

 

 

Is your brand’s position appealing to both the rational and emotional aspects of the consumer mind? Is your marketing strategy considering the whole brain? Mike Amburgey teaches the importance of this and expands on these 8 elements of brand positioning in his presentation at E|SPACES in Cool Springs May 3, 2013. Special thanks to the Williamson County Chamber for hosting this presentation as part of their Your Small Business Resource: First Friday series.

Listen to the presentation above or read the highlights here on Mike’s blog.

 

8 Elements of Brand Positioning

  1. What is the Business Your Company is Really In?
  2. Who is your Target Customer?
  3. What is your Rational Promise?
  4. Why Should I Believe You?
  5. Target Customer Insight
  6. Emotional Benefit
  7. A Great Personality
  8. Brand Essence

 

Mike Amburgey is a proven, results-oriented, classically trained marketer with over 29 years of experience leading and growing a broad array of branded businesses in the US and abroad. Currently, Mike serves as a Partner and Chief Marketing Officer with Chief Outsiders, providing marketing executives on a part-time basis for a fraction of the cost of hiring a full-time Chief Marketing Officer. Prior to that, he served as Executive Vice President and Chief Marketing Officer for Nutrisystem and has experience in a broad range of industries and companies.

 

Don’t miss out on our upcoming events – check out the lineup here!

Posted by Kelsy Harms

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Jan 29

Waiting for the Front Doors to Open in Cool Springs

If you are like me, you hate waiting!

Which reminds me, I hate “waiting rooms” even more than waiting.  Why? Because somebody put them there on purpose for the specific purpose of making me wait!  And they are everywhere—office buildings, drivers license testing centers, doctors’ offices and hospitals.  Just think about it, they designed “waiting” into the system when they built the waiting rooms—why else would you build them?  That means that when you go to use their service, you know they are going to tell you to take a seat and it will be thirty minutes to an hour before they see you.  And to add insult to injury, they try to fake you off by putting magazines and TV’s and aquariums in the waiting rooms to make you think an hour is not really an hour.  I am sorry, but watching a Piranha swim in circles doesn’t do it for me.

The really sad thing is it doesn’t have to be that way.  Just as we have made great progress in taking warehouses out of manufacturing with pull and just-in-time systems, we can take waiting rooms out of services.  Think about it, if service providers can consistently be thirty minutes late, they can consistently be on time.

But I digress.  E|SPACES Cool Springs is about to open and I am tired of waiting.  We are actually pretty much on schedule, but that doesn’t mean I like waiting.  I am counting the days and hours.

We did the punch list last week.  The furniture was delivered on Saturday and will be assembled this week.  Most importantly, the Starbucks coffee machines—that is right, two—and the enterprise-grade Wi-Fi are in.  But the cork in the lobby is not, so we have to enter through the back doors.

By the way, there is no “waiting room” at E|SPACES.  There is a small lobby where visitors sign in using an iPad, which generates a phone call to the member they are visiting, or to an E|SPACES Concierge.  If the visitor is not greeted by a member quickly, a Concierge will see that the visitor is greeted.  There is almost no waiting!

So when will the front doors be open at Cool Springs?  Hopefully by the end of the week, but definitely the beginning of the next week.  If you would like a tour before then, let us know and we will be happy to schedule a tour—if you don’t mind going in the back door.

If you are like me and hate waiting, please share your favorite waiting story or perhaps the best excuse you have heard about why you had to wait.

Posted by Phil Gibbs

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