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Category: Positioning

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94% of Adults Don’t Have Leisure Time

94% of Adults Don’t Have Leisure Time

By Jeremy Miller
94% of American adults said a primary use of their free time is recuperating from work. That is a profound shift in society, and directly influences how marketers speak to and engage their markets. To engage time-crunched clients, marketers have to eliminate points of resistance in their brand.
Avoid The Soft Squishy Middle

Avoid The Soft Squishy Middle

By Jeremy Miller
Competing in the middle is a challenge. You don’t have the economies of scale of the big brands, and you don’t have the nimbleness and low overhead of the small players. The middle has the worst aspects of both worlds.
There Is Only One Low-Cost Brand

There Is Only One Low-Cost Brand

By Jeremy Miller
Branding on price is very hard, if not impossible to defend. The issue is there can only be one cheapest provider at any time. Everyone else is more expensive. Think twice before positioning on price.
Never say, “One Stop Shop”

Never say, “One Stop Shop”

By Jeremy Miller
One stop shopping is not a value proposition, it's a compromise. Great brands are not all things to all people. Trying to serve everyone is a formula for losing your competitive advantage.
5 Signs of a Sticky Brand

5 Signs of a Sticky Brand

By Jeremy Miller
The 5 signs of a sticky brand: work differently; doring customers; more profit; competitors avoid you; continually innovate. How do you stack up?
Brand Relationships Start With A Conversation

Brand Relationships Start With A Conversation

By Jeremy Miller
Conversations are the seeds of brand relationships. Your clients won’t buy from you unless they like you and trust you first. Use your content to start a conversation.
Differentiating When Everyone Is The Same

Differentiating When Everyone Is The Same

By Jeremy Miller
Instead of trying to offer unique services in a commoditized market, create a unique experience. Differentiate on your firm’s personality, values or interests.
The Partner Compensation Problem

The Partner Compensation Problem

By Jeremy Miller
The biggest obstacle to creating a unified brand for a professional services firm is the Partner compensation plan. ‘Eat what you kill’ comp plans fracture brands.
Brand Strategy: Stick To Your Knitting

Brand Strategy: Stick To Your Knitting

By Jeremy Miller
Customers aren't always looking for unique and different services, especially when it comes to professional services. Often they just want the best. Stick to your knitting, and stand out as the best in your industry.
Anticipating Trends for Business

Anticipating Trends for Business

By Jeremy Miller
Walter Gretzky coached his son to "Skate where the puck is going, not where it's been." The same advice can be used in business. Set your business up to go where your customers are going, not where they’ve been. Let your competitors chase after the obvious. How can you innovate in your industry to find a new niche or category that hasn't been served before?
Vertizontal Marketing: The Halo Effect of Niching

Vertizontal Marketing: The Halo Effect of Niching

By Jeremy Miller
A vertizontal strategy combines specializing in a specific niche—the vertical—while still taking on general clients—the horizontal. This approach is highly effective for professional services firms operating in regulated environments like accounting, legal, insurance or financial services.
2 Strategies To Market Commoditized Services

2 Strategies To Market Commoditized Services

By Jeremy Miller
Professional services firms are under exceeding pressure to stand out and compete. For example what differentiates ...

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Jeremy Miller

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