Brand Positioning is the book by Mariano buy phone number list Diotto published for the first time in November 2017. Even today I consider it a beacon in the night for those trying to navigate the dark waters between marketing, communication and sales .
Who is Mariano Diotto author of Brand Positioning
Mariano Diotto brings together decades of experience and a deep knowledge of the gears that move the world of advertising and branding. With the book Brand Positioning, he chose to demystify the concept of brand positioning by writing a manual accessible to all. With an approach based on semiotics (traditional and digital) and the innovative "15 Diamond Laws" that he himself theorized.
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Founder and director until 2019 of the Department of Communication at the IUSVE University of Venice and Verona, Diotto introduced the first international degrees in Web marketing & digital communication, Digital & Graphic design, and Advertising & marketing to Italy.
An active member of prestigious associations such as AINEM and NMSBA, and a university professor, Mariano Diotto is also the founder of Neuromarketing Italia , the first Italian portal dedicated exclusively to neuromarketing. Author of numerous scientific and popular books, his work as a speaker at national events and his participation in international research further emphasize his credibility and authority in the sector.
The reader of Brand Positioning is accompanied to the discovery of the power of emotional and rational branding through a linear educational path.
Brand Positioning: What are we talking about?
Modern marketing presents itself as an intricate labyrinth in which it is very easy to get lost. Where market saturation and the infinite number of choices available have made the contemporary consumer as demanding as hesitant.
In this scenario of overabundance, where every corner of the web and every second is impregnated with advertising messages, the distinction between one brand and another often becomes indistinguishable. This is where Brand Positioning becomes relevant: how much can you be remembered and associated with certain choices?
Mariano Diotto, in Brand Positioning, begins to clarify the noise and communication with surgical precision. He proposes a very clear theoretical basis to arrive at drawing up a series of principles (the 15 Diamond Laws) focused on making a brand emerge and sculpting a clear and memorable identity for the company in the mind of the consumer.
Brand positioning , as Diotto argues, is not a luxury but a pressing need that responds to the growing demand for clarity and recognisability in a sea of genericity. Many companies still struggle to understand this: brand positioning is not an alternative but the choice for anyone who wants to make their brand the protagonist in the global market theatre.
Index of the book Brand Positioning by Mariano Diotto
I found the Brand Positioning index really well organized and constructed. Mariano Diotto understood how to start from the basics to update the topic to the present day.