Okay - I really must stop blogging John so much but his posts generally spark my interest:
Eric.Weblog() - Marketing is not a Post-Processing Step
Excellent article from Eric Sink on positioning a product. It got me thinking, "How do we position our products?", " Do we even have a position?"
In the article Eric's final section is:
Bottom Line
Marketing is not just telling the world about your product. Marketing is also deciding what product to build. You have to design and build your product to fit the market position you want it to have.
We certainly build products (although my manager believes we mostly just enhance these days) but I'm never sure how we position the product or even how we position the company. In the Internet space we are certainly number one in terms of broadband (and midband) access, and we are cheap (though no the cheapest) but we are goegraphically confined. We do offer limited bundles with telco and digital TV but not true bundles. We certainly don't have a brand for quality or innovation (even though we were the first to offer Broadband to consumers in the UK).
I think I should ask my colleagues and report back.
Posted by Paul Goodison at July 9, 2003 09:30 AM | TrackBack