PositionistView

Company failed (and failed again) when it strayed from its established core position.

Solutions, when found, will be simple and obvious — but only in retrospect.

The better candidate doesn’t always win. Candidates with the better competitive positioning strategy do. Voters need to feel an emotional connection. Trump vs. ClintonWe just couldn’t help ourselves.

Customers’ minds don’t like confusion and can be tough to change. So what’s a business to do? Focus! And find the marketing value in a brand name.

From a marketing standpoint, the most important decision you can make is what to name your product or service. The right choice brings significant brand name value.

Positioning is the foundation to building a stronger, more valuable and sustainable product or service.

Who would have thought our very own web developers would be the prime audience for a highly targeted digital promotion? When I saw our web and content marketing team display a…

Remember this rule: A brand can stand for only one idea. Readers no doubt understand when someone warns, “Don’t put the cart in front of the horse.

With more than 40 years invested in developing advertising campaigns in all sizes and dimensions, we have learned that regardless of the company or product, the foundation for the work…