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Hello, I'm Richard Czerniawski,
Founder and President of
Brand Development
Network International,
a marketing resource
company specializing in
the development of
brand positioning,
high-impact brand messaging,
and marketing training.
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This module is about
the development of
a competitive brand
positioning strategy,
and is based on my book,
Competitive Positioning: Best
Practices for Creating Brand Loyalty.
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First, a few things about me.
I'm a former Naval Aviator,
Founder and President of
Brand Development
Network International.
I've been a brand marketer
for more than 50 years now.
I've worked in more than
40 countries and 100
international cities,
many of them, multiple times.
I've served Fortune
Top 100 Companies and
leadership brands.
I've served every
marketing positioning,
from the lowly brand assistant
to chief marketing officer,
general manager, and
even board director.
I've handled every
marketing assignment,
from managing established
brands, launches,
new product development,
acquisitions,
start-ups, and I've even
discontinued brands.
I have significant
experience in health care at
pharmaceuticals and
medical devices,
and I serve as an Adjunct
Professor of Marketing at
the University of West Florida.
Additionally,
I've written three books
on marketing management.
Two with my business
partner, Mike Maloney.
That's Creating Brand Loyalty
and Competitive Positioning.
I've written hundreds of articles
on marketing management;
sharing proven principles,
best practices, and
quality processes on
how to make your marketing
matter even more.
The objectives for this
learning module are
