{"href":"http://player.captivate.fm/services/oembed?url=http%3A%2F%2Fplayer.captivate.fm%2Fepisode%2Fcdc92a76-c61b-4f18-8308-0bad98f977a5","version":"1.0","provider_name":"Captivate.FM","provider_url":"https://www.captivate.fm","width":600,"height":200,"type":"rich","html":"<iframe style=\"width: 100%; height: 200px;\" title=\"#2. Brand positioning: how to \u2018carve out\u2019 market share & annoy the hell out of your competitors\" frameborder=\"0\" scrolling=\"no\" allow=\"clipboard-write\" seamless src=\"http://player.captivate.fm/episode/cdc92a76-c61b-4f18-8308-0bad98f977a5\"></iframe>","title":"#2. Brand positioning: how to \u2018carve out\u2019 market share & annoy the hell out of your competitors","description":"Season 1: 'The Branding Series' / Episode # 2\r\n\r\n\u2018How To Use Brand Positioning To Carve Out Market Share and Annoy The Hell Out Of Competitors'. \r\n\r\nThe 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 \u2018crack the code\u2019 to growth in your own venture. \r\n\r\nFeature 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.\r\n\r\n\u201cActually, 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\u2019ll get four and then eight. Then eventually you\u2019re going to have market domination\u201d. \u2013 Dr Rob Newman, CEO of Nearmap.\r\n\r\nGuest Bios:\r\n\r\nFred 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.\r\n\r\nDr Rob Newman (https://www.linkedin.com/in/rob-newman-007757/) is CEO of ASX 200 online mapping technology provider, Nearmap. (https://nearmap.com.au).\r\n\r\nPic Picot (https://twitter.com/pics_uk) is the founder international food brand, Pic\u2019s Peanut Butter (https://www.picspeanutbutter.com/)\r\n\r\nRachel Bevans (https://www.linkedin.com/in/rachelbevans/) is branding expert and director of The Healthy Brand Company (https://www.thehealthybrandcompany.com/)\r\n\r\nJon Michail (https://www.linkedin.com/in/jonmichail-imageconsultant-personalbrandingcoach/)\u2013 brand expert and and image consultant, director at the Image Group (https://www.imagegroup.com.au/)       \r\n\r\nWhat to listen out for:\r\n0.45: Mystery brand recognition game for listeners \r\n\r\n2.19: Brand positioning example using the (mystery) globally recognised brand \r\n\r\n4.07: How does brand positing work from a technical perspective\r\n\r\n7.06: The 4 to 7 P\u2019s of branding \r\n\r\n10.42: The importance of clarity in mission statements to define what you stand for \r\n\r\n12.49: Rob Newman on the \u2018weird schizophrenia\u2019 required to be an effective CEO\r\n\r\n17.16: Entrepreneur tip: \u2018tell me the colour of the eyes of your first customer\u2019\r\n\r\n18.00: How to use exclusions and negatives to define your brand position\r\n\r\n22.00: Why metaphors and irony don\u2019t work in advertising\r\n\r\n23.42: How Pic\u2019s Peanut Butter came to \u2018own their brand category\u2019\r\n\r\n26.44: The importance of delegation in scaling a business\r\n\r\n31.10: What is brand alignment and why is it so important\r\n\r\n33.58: How even marketing departments of big brands make mistakes with branding \r\n\r\n35.57: NERD SUPERPOWER - recurring segment - featuring Fred Schebesta \r\n\r\n39.07: NERD UNDER PRESSURE \u2013 recurring segment featuring Rob Newman \r\n\r\nResources and links:\r\n\r\nDonald Trump speech transcription https://www.rev.com/blog/transcripts/donald-trump-phoenix-arizona-rally-transcript\r\n\r\n\u2018The Wayback Machine\u2019: https://archive.org/web/\r\n\r\nCoca Cola brand fail https://www.marketing91.com/coca-cola-brand-failure/\r\n\r\nEnjoyed this podcast? &gt;&gt;&gt;&gt; Please SHARE via text or social media ((!))\r\nGet in touch with us here: https://nerdsofbusiness.com/contact/\r\nYou can follow Nerds of Business on socials:\r\nTwitter: https://twitter.com/business_nerds\r\nFacebook: https://www.facebook.com/nerdsbusiness/\r\nLinked in: https://www.linkedin.com/company/nerds-of-business/","thumbnail_width":300,"thumbnail_height":300,"thumbnail_url":"https://artwork.captivate.fm/0cac8944-14c5-4968-9e35-81c2d9223bd9/VpWbFk__4M_L7FoBCamexyog.jpg"}