Sacrifice for Brand Success

In developing a brand, it’s tempting to appeal to as many people as possible. We all want to be liked, and all too often organizations tread lightly with their branding message to avoid impairing their appeal to specific groups of customers. Or, to increase sales, a company tries extending a successful brand to broaden its [...]

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Differentiate or Die

Book Review: Differentiate or Die by Jack Trout (Second Edition) If someone asked you what set your product or brand apart from the competition, would you answer “quality” or “customer orientation?” If your answer is “yes,” you might be in for a rude awakeing…

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