Brand Tracks

It was supposed to be the perfect new business pitch. Years ago, I was part of a team that made a presentation to a major manufacturer of soccer equipment. We put together a thoroughly comprehensive plan — thoughtful research, attention-grabbing ad creative, and a public relations plan that included a barnstorming tour by the national […]

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How do you position a brand? How do you write a positioning line? How do you decide what your brand means to consumers? Well, it’s really quite simple. You don’t.
You don’t get to tell consumers where your brand is positioned, what they find acceptable for your brand extensions, what promise you should make to your […]

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