From the category archives:

Positioning

Origin of the Whole Product Concept … First there was the Total Product

by David March 13, 2010

Many of us are familiar with the Whole Product concept  which was developed by the Partners at Regis McKenna.  However, like many ideas and concepts, it has its roots in earlier work.  In this case, it was the work of Ted Leavitt, a professor at Harvard Business School who outlined something he called the total […]

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Positioning Statements – The Original Essence

by David March 13, 2010

Proper product and corporate positioning is critical for high technology companies and their marketing teams.  It sets the stage for messaging in all of its forms: PR, Web Site Design and Content IR, Advertising, Tradeshows, Collateral Materials, Presentations, Telemarketing Scripts, and Social Media. All on a single page/sheet of paper. That’s the good news.  The […]

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