Brand Strategy and Positioning

The evidence your brand needs before it makes a claim There is a sentence doing a lot of unpaid labor on service-business websites everywhere: “We deliver transformational results through our proven, one-of-a-kind approach.” Fantastic. What results? Proven how? One of a kind compared with what? The sentence sounds authoritative. It may even be true. But […]

What should your business be known for? Ask an established founder what her business should be known for and you will usually get one of two answers. The first contains every good word she has ever entered into a brand workbook. “We care deeply about people, create transformational experiences, value integrity, offer exceptional quality, and […]