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Press release: "Groundbreaking Positioning Strategies: Being Different By Breaking Moulds", by Beatriz Soler

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Traditionally, positioning strategies have consisted in identifying value propositions for certain clients that are unique and more attractive than those offered by the competition.
Today, however, some brands and products don't fit within existing categories. They have broken and transformed competition by pushing the limits of the particular market, by differentiating themselves and moving away from all applicable categories rather than from each individual competitor, and by renewing their value propositions with non-traditional and radical approaches. As they do so, the entire category moves in the same direction. At the same time, certain companies, aware that it is not enough to simply offer products and services, are giving customers personal experiences and memorable events in a way that transforms the value they produce into the basis for future growth.

In this session, we will reflect on the elements that make up these strategies and their consequences by analysing case studies and examples.

• Beatriz Soler Bigas: Lecturer in the Department of Marketing Management at ESADE. Bachelor's Degree in Psychology and Doctoral Candidate at the University of Barcelona. Programme for Executive Development, International General Management Programme, IMD (Switzerland). European Marketing Management Programme, INSEAD (France). Director of the ESADE Brand Centre. Ms. Soler has been a visiting lecturer and has participated in various international programmes and networks. She has collaborated with academic institutions in the United Kingdom, France, the Netherlands and Sweden. She has gained extensive marketing experience at market-research and advertising firms. She has provided consulting services to Spanish and multinational companies in various sectors (food and drinks, personal hygiene, banking, chemical products, pharmaceuticals, textiles, consumer electronics, services, etc.).

Date, time and venue:
Thursday, 17th May 2007
From 8.00 pm to 9.30 pm
ESADE Barcelona
Av. Esplugues, 90-92
Multipurpose Room

Price for members: free
Price for non-members: 30 euros

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