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What's The Big Idea?

Good marketing is about positioning a company or product’s key benefit in a focused, compelling, and memorable way, in line with the business strategy. It is the stake in the ground for how a company or product presents itself to the world, and the basis for how it is sold. In order for a company or product to gain momentum, the messaging needs to effectively emphasize and consistently sell the differentiated benefit that responds to the identified need.


Many companies take positioning for granted---instead marketing product features, leaving it to prospects to sell themselves, and being fearful that they will lose out if they focus on a specific benefit for a defined prospect niche. This is an error. Given the frantic pace of today’s world, if a product cannot break into a prospect’s consciousness there is low chance that success can be optimized, let alone occur. The way to break through is tailoring a position, marketing a differentiated benefit, and specifying prospect targets.


Kingfisher Growth Strategies helps companies create marketing strategies that can take product sales to a new level. This comes through a branding process, which can include: positioning; messaging; collateral materials; advertising; public relations; company naming; product naming; and tag lines.


Shep Burr has spent his career developing winning marketing strategies that deliver outsized income and profit growth. Get in touch to discuss how his marketing strategies can build business for your company.

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