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Mastering Brand Positioning for eCommerce Growth

eCommerce Marketing Podcast



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Join our CEO and Head Wizard, Kathy Guzmán Galloway on an episode of the Ecommerce Marketing Podcast. Host Arlen Robinson interviews Kathy on the critical importance of brand positioning, especially for e-commerce businesses. She shares her journey from working with large brands like PepsiCo and NatureMade to becoming a sought-after consultant who helps businesses of all sizes define and refine their brand positioning.


Throughout the episode, learn about the need for businesses to clearly define their audience, brand promise, and core values to stand out in a crowded marketplace. We discuss the common pitfalls that startups face, such as the “and also” problem, where brands try to communicate too many messages at once, leading to a lack of clarity and focus.


Key Takeaways

  • The Essence of Brand Positioning (10:01)

    Brand positioning is about understanding who your audience is, what you are offering, and why they should care. Kathy highlights the importance of context in shaping how you communicate with your audience.


  • The Importance of Focus (18:14)

    Kathy discusses the “and also” problem, where brands try to convey too many messages at once. She advises focusing on the most important aspects of your brand that resonate with your target audience.


  • Brand Promise and Its Evolution (25:06)

    A brand’s promise should be clear and consistent, but it can evolve over time. Kathy gives the example of Tide, which focuses on cleanliness rather than scent, to illustrate the importance of maintaining focus on what makes your brand stand out.


  • Understanding Your Audience (29:16)

    Kathy talks about the importance of knowing your ideal audience deeply. She explains that the most successful brands are those that can target the right people with minimal effort, ensuring their message resonates clearly.


  • Authenticity in Branding (32:51)

    With consumers becoming increasingly savvy about branding, Kathy stresses the need for authenticity. She advises e-commerce brands to connect with their audience on a personal level, even in a digital space.


The eCommerce Marketing Podcast, hosted by Arlen Robinson and Tariehk Geter, delves into a wide array of strategies and insights from leading marketing experts to help online store owners grow their businesses.



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