I am Allen Weiss, the founder and CEO of MarketingProfs, LLC. I help companies segment and position their products in the market. I also consult with companies on their strategy.
I have been positioning products and services for the past 25 years. I’ve worked with technology, media, defense industry and other industry companies. A few of the highest profile companies I’ve worked with include Texas Instruments, Intel, Northrop Grumman, Informix, Venafi, EMI Music, AIG and several others.
Segmentation is a critical part of positioning since positioning happens at the segment level. If you’re not segmenting your market on benefits, you are not positioning – you are simply messaging.
I have a PhD from the University of Wisconsin and I’m currently on the faculty at USC after several years at Stanford. My process for positioning comes from my work with companies, teaching in executive education programs at Stanford and my deep knowledge of the business and academic literature.
If you need help positioning for a differential advantage (or any other part of marketing or business strategy), contact me.