Talent is the great divider of brands. Your organization’s ability to attract, hire, and organize talented people is what will separate it from the competition. As Donald Rumsfeld famously said, “A’s hire A’s and B’s hire C’s.”
Marketing can be messy. You can strive to get your brand positioning and messaging accurate, but your customers may not always see it that way. The David Aplin Group has a modular brand architecture to help them adjust their value proposition to fit the broad needs of a diverse client base.
Describe your products simply, succinctly and in the language of your customers. Speaking in the language of your customers will make your brand more findable, referable, memorable and desirable.
What do you do? In very simple terms tell me who you are and what you do. It's amazing to hear how few companies can clearly explain what business they are in. Rather than coming out and simply stating, "I do this …," they pontificate and use puffy language, benefit...
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