Branding

Defining your brand’s value proposition is a little like trying to condense a 600-page book into a few short sentences. Hint: It’s not easy, and naturally, you’re probably worried you’re going to leave a few things out.

But just because it’s challenging, doesn’t mean you shouldn’t do it. In my opinion, a clearly defined...

Buckle up, readers. This is going to be a long one, but stick with me and you just might think it’s worth it!

Five years ago, I served on a marketing panel at LocWorld Seattle and discussed localization marketing and strategic branding.

I was excited about my topic. Others? Not so much.

Everyone else on...

Unique is one of the most moth-eaten terms in B2B marketing, right up there with world-class solutions and out of the box thinking. But when it comes to localization marketing, unique might just be the best way to describe the dilemma marketers face.

From a professional marketing perspective, localization marketing is a bit like a duck-billed...

I heard once that “luxury” was the most over-used word in marketing. Everything from apartments, to homes, to cars, to vacations and to (fill in the blank) always offers a level of “luxury” any sane buyer would want.

But if it came to a vote, I would actually rank “luxury” as the second-most overly used...

It’s almost time for the International Home Furnishings Market in High Point, North Carolina, and for those in the furniture industry, this is truly the Holy Grail of trade shows.

Twice a year–in April and October–more than 75,000 visitors converge at High Point Market to see the more than 2,000 vendors, designers and manufacturers who...

When it comes to B2B branding, I don’t think anyone cuts to the chase better than Austin McGhie, the author of BRAND is a four letter word.

McGhie says, “Brand is the most abused and misused word in the marketing lexicon Brand is the prize, but the actual work to be done is positioning,...