Positioning and branding are often confused, but for branding to be effective it's critical to get positioning right first. That takes logic, not emotion.
In developing a brand, it's tempting to appeal to as many people as possible. We all want to be liked, and all too often organizations tread lightly with their branding message to avoid impairing their appeal to specific groups of…
I've been reading the recently released second edition of Differentiate or Die by Jack Trout, and there are some powerful (and timeless) messages there for all brands. Although the entire book is geared toward commercial brand…
Book Review: Differentiate or Die by Jack Trout (Second Edition)
If someone asked you what set your product or brand apart from the competition, would you answer "quality" or "customer orientation?" If your answer is "yes," you might be in…
