Thursday
Jun192014
Brand Focus: Getting to the point
Jun 19, 2014 ;)
The third in a three-part series on best practices to focus your brand's offer and communication.
Five filters to sharpen your communication's focus.
Entries in positioning statement (4)
Jun 19, 2014 Tuesday
May272014
Brand Focus: The fear factor
May 27, 2014 
The second in a three-part series on best practices to focus your brand's offer and communication.
One of the primary tasks of strategic marketing is helping brands focus both their message and their target audience.
Thursday
May222014
Brand Focus: It's just good customer service
May 22, 2014 
The first in a three-part series on best practices to focus your brand's offer and communication.
One day I decided I needed a bluetooth headset. So I popped into my local phone shop to pick one up. I was confronted with a wall of over 30 identical-looking, PVC blister-packed, bluetooth headsets. "Which is best for me?" I wondered.
Wednesday
Apr232014
The fallacy of global brand positioning
Apr 23, 2014 
Is it really possible to define a brand position that works globally?
When Jack Trout and Al Ries penned the marketing classic, "Positioning the Battle for Your Mind," most of the examples they used in support of their theory were domestic US cases. That never occurred to me until I began developing positioning statements for global brands. It wasn’t going well.