September 2006
Intermediate to advanced
192 pages
2h 37m
English
Content preview from ZAG: The Number-One Strategy of High-Performance BrandsBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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Checkpoint 11: How Do You Explain Yourself?
All brand communications should emanate from an internal positioning line, or “trueline.” A trueline is the one true thing you can say about your brand, based on your onliness statement. It must be something that your competitors can’t claim (or won’t), and something that your customers find both valuable and credible. Remember, it’s not what YOU say, but what THEY say, that counts. In a nutshell, your trueline is your value proposition, the reason your brand matters to customers.
An example of a trueline is what people might say about Southwest Airlines: You can fly just about anywhere for less than it costs to drive. Or for Mini: The small car for people who want a fun driving experience. Or for eBay: ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
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