#2. Brand positioning: how to ‘carve out’ market share & annoy the hell out of your competitors

Season 1: ‘The Branding Series’ / Episode # 2

The Secret To Building Your Brand? The Positioning. You Need To Stand Out & Connect With The Emotions Of Your Customers. Brand Experts Reveal What It Takes, Why It’s Important, And Top Entrepreneurs Share True Stories That Will Help You ‘Crack The Code’ To Growth In Your Own Venture.

Feature Story: The CEO of a $1 BILLION company shares, Rob Newman of Nearmap, shares his story on how brand positioning helped them scale in the North American market.

“Actually, what you need to do is focus, focus, focus. Who is the one customer who you can win with, and be the world’s best at for that one customer? Once you’ve got them, you’ll get two and then you’ll get four and then eight. Then eventually you’re going to have market domination”. – Dr Rob Newman, CEO of Nearmap.

Guest Bios:

Fred Schebesta (https://www.linkedin.com/in/fredschebesta/)is co-founder of $250 million comparison site Finder (Finder.com.au) He is listed #22 on AFR’s young rich list.

Dr Rob Newman (https://www.linkedin.com/in/rob-newman-007757/) is CEO of ASX 200 online mapping technology provider, Nearmap. (https://nearmap.com.au).

Pic Picot (https://twitter.com/pics_uk) is the founder international food brand, Pic’s Peanut Butter (https://www.picspeanutbutter.com/)

Rachel Bevans (https://www.linkedin.com/in/rachelbevans/) is branding expert & director of The Healthy Brand Company (https://www.thehealthybrandcompany.com/)

Jon Michail (https://www.linkedin.com/in/jonmichail-imageconsultant-personalbrandingcoach/)– brand expert and and image consultant, director at the Image Group (https://www.imagegroup.com.au/)      

What to listen out for:

0.45: Mystery brand recognition game for listeners

2.19: Brand positioning example using the (mystery) globally recognised brand

4.07: How does brand positing work from a technical perspective

7.06: The 4 to 7 P’s of branding

10.42: The importance of clarity in mission statements to define what you stand for

12.49: Rob Newman on the ‘weird schizophrenia’ required to be an effective CEO

17.16: Entrepreneur tip: ‘tell me the colour of the eyes of your first customer’

18.00: How to use exclusions and negatives to define your brand position

22.00: Why metaphors and irony don’t work in advertising

23.42: How Pic’s Peanut Butter came to ‘own their brand category’

26.44: The importance of delegation in scaling a business

31.10: What is brand alignment and why is it so important

33.58: How even marketing departments of big brands make mistakes with branding

35.57: NERD SUPERPOWER – recurring segment – featuring Fred Schebesta

39.07: NERD UNDER PRESSURE – recurring segment featuring Rob Newman

Resources & links:

Donald Trump speech transcription https://www.rev.com/blog/transcripts/donald-trump-phoenix-arizona-rally-transcript

‘The Wayback Machine’: https://archive.org/web/

Coca Cola brand fail https://www.marketing91.com/coca-cola-brand-failure/


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