Category: Positioning
Branding StrategiesSticky Brands
First Affiliated: Bastardizing A Brand Category

First Affiliated: Bastardizing A Brand Category

Marketers have an annoying habit of converting real functionality into marketing hype. The financial services sector is particularly guilty of this, but First Affiliated is working hard to defend the Multi-Family Office category. Ward off the marketers that are trying to piggyback on your success. Promote the category first and your brand second

Branding StrategiesSticky Brands
Sales Purgatory: The cost of adopting a niche strategy
National Logistics services: The Cost Of Repositioning

National Logistics services: The Cost Of Repositioning

Repositioning a business can be one of the most costly and painful transitions a company go through. National Logistics Services (NLS) went through 18 months of sales purgatory when it repositioned from a general logistics provider to experts in fashion and footwear. Today NLS has a sticky brand, but it was a challenging journey. Peter Reaume, CEO of NLS explains, "It was one of the scariest thing I've ever done. We knew we had to specialize, but the transition was hard."

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Jeremy Miller

Top 30 Brand Guru

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