Williams, Tim

Positioning for Professionals: How Professional Knowledge Firms Can Differentiate Their Way to Success

Williams, Tim - Positioning for Professionals: How Professional Knowledge Firms Can Differentiate Their Way to Success, ebook


Ebook, ePUB with Adobe DRM
ISBN: 9780470877524
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Printing62 pages with an additional page accrued every 12 hours, capped at 62 pages
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It’s not the best companies that prevail in the marketplace, but rather the best brands. The goal of business strategy is not just to be better, but different. Learn how to build a differentiating value proposition by clearly and carefully defining your brand boundaries: Calling, Competencies, Customers, and Culture.

Positioning for Professionals shows how a well-defined value proposition can help professional service firms create their own success instead of copying the success of others, including such concepts as:

  • How and why professional service brands become homogenized

  • Why standing for everything is the same as standing for nothing

  • Why there’s no such thing as full service

  • Deep and narrow as a strategic imperative

  • Why it’s better to be a profit leader than a market leader

  • Differentiation and price premiums

  • How to map your brand on the matrix of relevance and differentiation

  • How to define a value proposition that will make your firm intensely appealing to the customers who want you for what you do best

Based on the proven premise that the most profitable business strategy is not to aim at the center of the market, but rather at the edges, Positioning for Professionals is written for leaders, managers, and other senior executives of service companies in with a particular emphasis on professional service firms.

Keywords: professional services branding, adjacency moves, using hidden assets, profit pool, repeatable formula, strategic redefinition, hidden capabilities, strategic renewal, core diagnostic, customer assets, customer model, growth formula, growth survey, core customer, everybody trap, overcommunicated society, positioning thinking, product ladder, white whisky, positioning game, positioning program, repositioning strategy, positioning concept, line extension, branding, marketing, product management, branding

John Wiley and Sons, Inc.
Publication year
Wiley Professional Advisory Services
Page amount
208 pages
Printed ISBN

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