The difference between adopting a unique selling proposition and fashioning a strategic position is immense and very significant.

[Read more →]

Another way to differentiate your brand is design. And that’s more than the design of the product or service. It carries in to the design of manuals, brochures, policies, finance plans and every other vehicle the customer has contact with.

[Read more →]

Here’s your chance to tell me what you’d like to know about branding that you’re not finding elsewhere

[Read more →]

Promoting numerous brands simultaniously won’t help any of the brands, and will propbably confuse prospects.

[Read more →]

Another tagline that’s really a platitude: MasterCard – the card that won’t hold you back. What were they thinking?

[Read more →]

The story of using a randomizer built with a database of cliche slogan parts and how it generates platitudes instead of relevant and engaging taglines.

[Read more →]

Why do major advertisers adopt taglines that mean nothing? They espouse platitudes instead of differentiated, benefit oriented promises.

[Read more →]

Law firm niched to help bikers are bikers. Lawyers That Ride take advantage of being members of the network they serve. Can your firm find a network with which to Belong?

[Read more →]