Watch Your Language.

The biggest obstacle to owning a true brand — a position that sets you apart in the market — is the language you use. Try this:  Look at five or six websites for companies in your industry, or look at their ads or collateral. Make a list of all the words and phrases they have in Read More

6 Ways a Weak Brand Costs You Money.

Your brand is the unique position your company holds in the minds of consumers. It’s not what you say it is. It’s what they believe it is. And most companies don’t really have one. Here’s how that’s hurting you. No Reason to Buy A brand makes you the provider of choice. All other things being equal, buyers prefer you. When you don’t have a strong Read More

Media vs. Message? No Contest.

Many marketers devote much more time to their media choices than they do to their message. This is like the military focusing on the latest weapons, but ignoring strategy and execution. It’s also why so much marketing gets ignored — and why real marketing ROI is becoming a rarity. A strong marketing message can amplify a small Read More