In this episode of The Orbit Shift Podcast, we look at how to position a product or brand in a market. We’re joined by April Dunford, a leader in the field of positioning. April has positioned and launched 16 products across her 25 years in marketing.   

April talks to us about how what we think as positioning is actually what we do after we have identified positioning, how to identify bad positioning, the power of setting context, and how to layer trends on your positioning to supercharge your marketing RoI. 

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About the Guest

April Dunford is a consultant and author who helps companies make complicated products easy for customers to understand and love. She is a globally recognized expert in Positioning, having launched 16 products across her 25-year career running marketing, product, and sales teams at a series of successful startups. She is the author of the best-selling book Obviously Awesome: How to Nail Product Positioning, so Customers Get it, Buy it, Love it. 

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Host and Producer - Jayadevan PK

Assistant Producer - Shashwath J

Audio Engineer - Rajesh Subramanian