Positioning for Professionals

Tim Williams 지음

Wiley 2010년 06월 15일 출간

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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 Professionalsshows 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 homogenizedWhy standing for everything is the same as standing for nothingWhy there-s no such thing as full serviceDeep and narrow as a strategic imperativeWhy it-s better to be a profit leader than a market leaderDifferentiation and price premiumsHow to map your brand on the matrix of relevance and differentiationHow to define a value proposition that will make your firm intensely appealing to the customers who want you for what you do bestBased 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 Professionalsis written for leaders, managers, and other senior executives of service companies in with a particular emphasis on professional service firms.

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Introduction.Chapter 1 Size Is Not a Strategy.Maintaining Pricing Integrity.Better to Be a Profit Leader than a Market Leader.Why Bigness Doesn&-t Lead to Greatness.Hired to Be Effective, Not Efficient.Chapter 2 How and Why Brands Become Homogenized.The Urge to Copy.The Folly of All-In-One.Line Extension Is Not Branding.There&-s No Such Thing as Full Service.The Natural Fear of FocusChapter 3 The Mature Company&-s Identity Crisis.Differentiation and Price Premiums.Columbus, Not Napoleon.The Diffusion of Identity.Landing in No-Man&-s Land.Strategy at the Edges.Not Best Practices, but Next Practices.Chapter 4 Expanding Business by Narrowing Focus.There&-s No Such Thing as a General Market.Vertical Success versus Horizontal Success.The Strategic Value of Going&Deep.&Chapter 5 Positioning as the Centerpiece of Business Strategy.What Are You Really Selling?Becoming Hard to Imitate.Two Critical Dimensions of an Effective Value Proposition.A Category of One.A Brand Is the Customer&-s Idea of the Product.Natural Outcomes of a Powerful Value Proposition.Chapter 6 Building Brand Boundaries.Brand Boundary 1: Calling.Brand Boundary 2: Customers.Brand Boundary 3: Competencies.Brand Boundary 4: Culture.The Confluence of Calling, Customers, Competencies, and Culture.Chapter 7 Validating the Value Proposition.Be Rooted in the Future, Not the Past.The Value Proposition Team.Asking the Right Questions.Chapter 8 Without Execution, There Is No Strategy.Services.Staffing.Self-Promotion.Systems.Staging.Executing a Positioning Strategy with Alignment Teams.Rebuilding&Your Ship While at Sea.Chapter 9 Getting Paid for Creating Value.The Perils of Cost-Based Compensation.Changing the Language.Pricing as a Core Competency.Wh

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저자(글) Tim Williams

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TIM WILLIAMS leads Ignition Consulting Group (www.ignitiongroup.com), a business consultancy devoted to helping professional knowledge firms create and capture more value. As a recognized thought leader in marketing, Tim is a frequent speaker for marketing and business organizations worldwide. He is a regular contributor to business and professional publications and is author of Take a Stand for Your Brand, ranked by Amazon as one of the top ten books on brand building. As an adviser in developing professional service brands, Tim has worked with both large and small professional service firms-most notably advertising agencies and other marketing communications firms-in both the U.S. and abroad. He began his career on Madison Avenue working for large multinational advertising agencies and later served as president and owner of several midsize independent firms.