Get to the HOW of the matter: how your methodology can distinguish your brand

Differentiation is key to any strong brand position. But what do you focus on when what you offer and why its awesome sounds a lot like what your competitors are saying? This is a regular occurrence today in mature markets, including professional services, where often everyone is doing the same thing, only some do it[…]

Love thy niche: why true outliers need to market for growth, not validation

We all want to be received and appreciated by someone who simply doesn’t. It could be a family member, an associate, someone from your past, or even your future. By struggling to be acknowledged specifically by those individuals who resist doing so, we waste energy and time, which we could be dedicating much more productively[…]

Raising the relevance of your content marketing: a case study

A major computer technology company was growing its presence in the field of online security. They had recently acquired a respected innovator in security and wanted to leverage its thought leadership through a sustained, content-driven digital lead nurturing campaign. Their need: They hired us to develop the messaging strategy for this campaign that would turn[…]

How to own your excellence: messaging strategically for competitive advantage

Integrity Engineering (www.integrity-eds.com) already had the name, but they needed the strategic messaging to pay it off. And no, a dictionary-like definition of integrity wasn’t going to cut it. Definitions of this kind imply an ownership that simply doesn’t exist. Integrity Engineering is an excellent aerospace engineering firm, but nobody owns integrity, not even these[…]

How to brand a revolution

Most brands claiming to be leading a revolution probably aren’t. If they really were, they’d think twice about making the claim. For example, a real revolution in shaving might be, perhaps, some product that made your whiskers stop growing in the first place. The revolution you’re much more likely to hear about is really just[…]

Step up, be strategic

It more difficult than ever for organizations to reflect on their messaging and define their strategy for what they are saying, why, and to whom. Unfortunately, most communications departments are maxed out on simply keeping up with the tactical needs of sales forces and senior executives. This leaves even the most able performers often too[…]

Your brand needs a screenplay

Organizations on the rise have a clear compelling story to tell, which is engaging to their audience, while being authentic to them. When companies lose the plot of their own story, that is when they start to die. Similarly, up-and-coming organizations that fail to comprehensively articulate their story fall short of achieving their full potential.[…]

Professional Dis-position: How professionals consistently fail to position themselves effectively

Professionals are notoriously bad at brand marketing. Consider the case of chiropractors, who often buy their marketing materials from a prefab supplier of who “specializes” in their segment. It’s convenient no doubt, but hardly effective in differentiating yourself from competitors, who are, by the way, other chiropractors. But architects, lawyers and accountants may not be[…]