Winning Tactical Battles. (Losing Sight Of Objectives?)

Years ago, I remember walking into a potential client’s conference room (a shoe company) who–after the mandatory introductory banter–enthusiastically offered, “We want to aggressively start advertising.” I responded: “That’s great and we can help you do that. But I’m here to help you sell more shoes.” Today, I watch many companies that, both fascinated and confused […]

Building A Cohesive Positioning And Messaging Platform.

As brand and marketing issues, audiences, and challenges become more complex, developing and managing marketing, brand and communications architecture becomes more critical. Because building a concise and well-crafted foundation that houses positioning and messaging for brands, products, services (and a host of other areas) creates needed efficiencies and a welcome blueprint for the myriad internal and external […]