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Crayon Competitive Intelligence Blog

Laura Taylor

Laura Taylor
Laura Taylor is the Chief Marketing Officer at Crayon.

Recent Posts

Brand Pillars: How to Use Your Company’s Core Values as Strategic Differentiators

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Laura Taylor on Fri, Aug 20, 2021

We talk a lot about branding and messaging on the Crayon blog. Specifically, we’re interested in how companies can leverage messaging to position themselves as unique, best-in-class players in their verticals.

Why? Because that’s one of the core challenges we seek to attack with competitive intelligence every single day. 

It would be easy enough to say there are 3-5 pillars that all companies need to reconcile in order to understand who they are. But the truth is, every brand is different. To...

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Features vs. Benefits: How to Leverage Them Both & Create Messaging That Your Competitors Envy

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Laura Taylor on Wed, Aug 18, 2021

No matter how experienced you are as a product marketer, one aspect of the role that’s often a challenge is properly conveying the difference between features and benefits.

You yourself may see the...

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Competitive Pricing: Breaking Down 5 Time-Tested Strategies

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Laura Taylor on Wed, Aug 4, 2021

At all business levels—and especially at the enterprise level—product pricing can be a challenging yet vital activity. How much should your company’s products cost? Should you go with tiered...

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Here Are 4 Must-Ask Questions For Your Win/Loss Interviews

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Laura Taylor on Fri, Jul 23, 2021

Win/loss analysis—the process of determining why deals are won or lost—yields insights that practically everyone across your organization can use to their advantage.

Sales reps get insights that they...

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5 Competitive Advantage Examples That Will Inspire Your Next Big Idea

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Laura Taylor on Wed, Jul 21, 2021

In business, getting a leg up on the competition isn’t easy. And it’s made all the more difficult by the fact that, in most cases, everybody is trying to get an edge on the rest of the field.

Whether...

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3 Keys to Crafting an Excellent Brand Promise

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Laura Taylor on Wed, Jul 7, 2021

Did you check out our post on messaging hierarchies? If so, you know a little bit about brand promises. On the matrix of vital messaging for brands trying to convey their unique value proposition,...

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The 5 Best Brand Positioning Examples We’ve Ever Seen

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Laura Taylor on Wed, Jun 16, 2021

We’ve talked at length about brand positioning on the Crayon blog—from creating positioning maps to identify where your brand exists in the competitive landscape, to crafting messaging hierarchies...

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Why You Need a Messaging Hierarchy (+ How to Create One)

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Laura Taylor on Wed, May 5, 2021

In the battle against competitors for sales, a positioning statement gives brand stakeholders much-needed ammunition. Across marketing and sales channels, you need to know how to promote your product...

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How to Create a Winning Brand Positioning Strategy

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Laura Taylor on Wed, Apr 28, 2021

If your brand existed in a vacuum, it’d be easy enough to convey your unique selling proposition to a prospect. You’d be unique because you’d be the only game in town. Your product’s defining...

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