At the end of the day, all the great positioning and sell copy do not differentiate competitors. People do. Blasphemy coming from the Chief Spinmaster at a marketing company? Not really. I have always espoused that companies – particularly small businesses – need to have a solid foundation in place for everything to work together […]

Jumping straight into tactics without following big picture is letting the tail wag the dog. It’s impossible to put together a fire prevention plan when you’re always busy putting out fires. Regardless of the size of the company, the industry or the expertise of the people involved, the urge to jump straight to tactics consistently […]

Thank you Home Depot. Yes, I am thrilled with a big box store. I often rant about how a brand is so much more than a logo – it is the promise made to customers. It doesn’t start and end with a discussion of which color or type face to use. It’s about the verbal, […]