startups Archives — Carrington Malin

November 5, 2020
Five-reasons-your-brand-positioning.jpg

Legendary marketing pioneer and author Philip Kotler defines brand positioning as ‘the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market’. Positioning is a critical component in the promotion of any venture, from advertising and public relations, to sales and customer relationship management (CRM), even having an impact on the structure and policies of growing companies. Founders tend to work hard on positioning their ventures, but a chain is only as strong as its weakest link.

In these days of Internet learning, it’s easy to read about the role of positioning, see examples of what it looks like and find out how to go about developing your own positioning statement. It’s something that’s top of mind for all founders, whether they realise that it’s positioning or not. Finding a process that works for you can help you crystalise your value proposition and create a clear positioning statement.

Nevertheless, developing strong positioning that differentiates your brand from competitors and aligns exactly with your business strategy, is easier said than done. Our end result in developing brand positioning is defining how we could like our customers to think and feel about our brand, but for this actually to be the case, positioning must work well across every aspect of our brand, marketing and communications.

If your business proposition is not receiving the recognition that it deserves, internally or externally, this could be due to a weak point in your positioning strategy. Here are five reasons why your brand positioning may not be working for you.

Continue reading this story on SME10x.com.


July 14, 2020
dubai-sky-dome-drones.jpg

As policymakers across the globe struggle with how to define and implement regulations for future commercial drone services, the new Dubai drone law could help turn the emirate into an R&D hotspot.

Now Dubai has the law to govern the development of a drone services sector and a strategy to develop and manage the drone ecosystem, the emirate is better positioned to attract investment and drive innovation.

So, where are the opportunities for startups and SMEs?

Continue reading this story on SME10x.com.


January 22, 2020
zdnet-2020-trends-21-Jan-2020.jpg

I was delighted to be able to contribute to Damian Radcliffe‘s Middle East technology predictions feature for ZDNet, rounding up expert predictions for 2020 on 5G and 4G adoption, venture funding, retail tech and artificial intelligence.

I was asked: as the Middle East and North Africa’s spending on AI continues to grow, will the region ever become more than simply a consumer of artificial intelligence?

Read the full article here.