Yearly Archives: 2015

Which Brand?

The Lion and the Gazelle. With each new day in Africa, a gazelle wakes up knowing he must outrun the fastest lion or perish. At the same time, a lion stirs and stretches, knowing he must outrun the fastest gazelle or starve. It is no different for the human race. Whether you consider yourself a…
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Positioning; like it or not!

Positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even a person. Perhaps yourself. Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect. So it…
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The Law of Color. A brand should use a color that is the opposite of its major competitor's. Another way to make a brand distinctive is with color. But color is not an easy attribute to work with. there are thousands of words to chose from in order to create a unique name, but only…
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ideas are the currency of the future!