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

Season 1: 'The Branding Series' / Episode # 2 ‘How To Use Brand Positioning To Carve Out Market Share and Annoy The Hell Out Of Competitors'. The secret to building your brand? The positioning. You need to stand out and 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 and 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 and 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/ Enjoyed this podcast? >>>> Please SHARE via text or social media ((!)) Get in touch with us here: https://nerdsofbusiness.com/contact/ You can follow Nerds of Business on socials: Twitter: https://twitter.com/business_nerds Facebook: https://www.facebook.com/nerdsbusiness/ Linked in: https://www.linkedin.com/company/nerds-of-business/

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Why do some ventures fail, while others grow like crazy? Is there a magic formula for business success, and if so, what is it? In a documentary-style quest for answers, host Darren Moffatt talks to some of the best brains in marketing, advertising and technology. (In the first season alone, Darren has interviewed seven guests from companies worth a combined $2 billion!) Together, each Tuesday fortnight, these ‘nerds of business’ attempt to crack the code by solving key entrepreneurial challenges – one problem at a time. Along the way, you’ll hear amazing true stories and get valuable insights and strategies to power your own sales growth. You'll also have fun; each episode includes uniquely entertaining segments such as 'Nerd Under Pressure' and 'The Nerdometer'. Whether you’re a start-up CEO, a marketer seeking inspiration, or a small business owner hungry for growth, this podcast is for you. About The Host... Darren Moffatt is an award-winning business person who is passionate about entrepreneurialism. He is a recognised leader in both the financial services and digital marketing industries, and over a period of twenty years has helped hundreds of businesses grow. He was one of the youngest bank managers ever, when he was appointed at just 25 years old. This gave Darren his first direct experience of small businesses and the important role they play in local communities. After further corporate roles for an insurer, and for funds manager Challenger, he launched his first start-up in 2006. Three years later Darren was awarded ‘Broker of the Year’, and Seniors First remains today the largest reverse mortgage brokers in Australia, and has originated in excess of 2,000 loans. In 2012 Darren co-founded a technology start-up ‘Facebook for Neighbours’ called Housenet. The social networking site was later awarded as one of the top 100 Innovations in Australia in the Smart 100 Index. Since 2014 Darren has been Director of Digital Strategy and Content at 5-star digital marketing and SEO agency, Webbuzz. Darren, his partner Ben Carew and the team, have generated 150,000+ online leads for SME’s across a diverse range of industries.   FUN FACT: Darren is also a songwriter and has had his songs played on both Australian and U.K radio!This podcast uses the following third-party services for analysis: Podcorn - https://podcorn.com/privacy