What aspect of the execution logic for the positioning of your products or services do you finding missing or not working?

1. Successful marketing firms differentiate their products or services among competitive offerings or substitutes in the market.
2. Differentiation creates a unique and desired positioning—reference experience—among prospective buyers and actual customers, inducing preference, consideration, trial, adoption and, on rare occasions, advocacy, word-of-mouth recommendation, and evangelism.
3. Customers buy unique and desired satisfactions—the result of successful and repeated use of a particular product or service—fulfilling a heartfelt desire, social aspiration, or basic need.
4. Incomplete, inconsistent, and inaccurate knowledge of the spectrum of heartfelt desires, social aspirations, or basic needs of buyers—a common mistake made in assuming that marketing executives share the same heartfelt desires, social aspirations, or basic needs as buyers—results in underperforming marketing programs.
5. A comprehensive humanistic framework—branding calculus—that distinguishes the spectrum of heartfelt desires, social aspirations, or basic needs of buyers enables marketing executives to develop an offering that buyers associate with a unique and desired satisfaction and to execute marketing programs that produce a differentiated positioning in the market.
6. A marketing organization can maximize its revenue potential through the integrated communication of a differentiated value proposition, using a branding calculus to target the one heartfelt desire, social aspiration, or basic need that buyers will most easily and willingly associate with the particular firm’s offerings.

To succeed in the Era of Trust Networks, how do you need to think differently about differentiating your offerings among chosen buyers?