Special Sauce

How To Create A Brand Positioning Strategy

You can’t copy a market leader’s strategy and expect to win. Copying what the industry heavyweights are doing is a recipe for getting your ass handed to you. The secret to success as a small company is finding holes in the big players’ strategies. That’s where brand positioning comes into play.  Think of it like …

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3 Steps To A Ridiculously Persuasive Brand Story

I work with brands daily to help them tell their story. There are a few message killers that pop up repeatedly. If you’re struggling to win buyers, I’d bet one of these issues is to blame… You’re trying to be an option for everyone.  It’s not clear how giving you money will deliver the result …

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Are you Blockbuster or Netflix?

“Neither RedBox nor Netflix are even on the radar screen in terms of competition, it’s more Wal-Mart and Apple.” – Jim Keyes | Blockbuster CEO (2008) I remember popping into Blockbuster every Friday night to search for hidden gems in the new release section. The blue and gold stores were a fixture across the country. …

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How To Build A Brand That’s Made To Stick

Here’s a little secret nobody tells you about building a brand… You can be average in almost all categories as long as you’re ‘The’ best, largest, fastest, or some other …est in one category that matters to your customers. I love the story they tell about this in the book Made To Stick. Southwest Airlines …

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Less, But Better

We all feel compelled to do more. More features. More marketing channels. More products. More services. More words to explain it all. Too much leads to mediocrity. If you always feel like you’re starting over and never getting traction, I’m willing to bet too much is your problem. I naturally want to deliver more for …

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5 Reasons Why Hourly Pricing Is Killing Your Business

My previous business was also a branding firm. I ran the firm for 14 years before selling to my partner late last year. We landed several billion-dollar brands and a spot on the Inc. 5000 during my time with the company. Even with this success, pricing was still a mystery over a decade into the …

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Create A Pattern Interrupt

Did the subhead of this post make you stop and read a little further? There’s a reason for that, but we’ll get to that in a minute. Let’s talk more about, “I Heart Butt Drugs” first. That’s a direct quote from a billboard I came across as my family drove from Louisville, KY into Indiana. …

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Does Your Brand Have Bad Habits?

I can go out and ride my bike for an hour, or I can go to the bar and drink two beers. What vote will I cast today? “Every action you take is a vote for the type of person you wish to become. No single instance will transform your beliefs, but as the votes …

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