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Brand Postion – An Oxymoron

Brand Postion – An Oxymoron

The entire job of marketing is to put brand and position in harmony. Without that harmony, there is no “brand position” — and no customer preference, no customer loyalty. — Craig Sinard Most often when I crate a marketing presentation, I begin by defining basic terms; and most often I being with brand and position. […]

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It’s All About Sales (not about you).

It’s All About Sales (not about you).

One of our favorite copywriters, Craig McNamara, wrote this brilliant short essay on successful writing back in 2009. Every time I get lost in a jungle of product or service features, I re-read it. It never fails to provide me the orientation – the machete I need – to cut through the thicket of lists […]

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