What's Your Brand Mantra?Branding Others, Branding MyselfSuccinct Positioning- April 23, 2007 Five words or less. Use consumer language, not "clientese." Follow the 4D rule. These are a few of my guidelines for writing positioning statements that are compelling and executable. Five words or less. See if you can write your own...http://brand.blogs.com/mantra/2007/04/succinct_positi.html Clientagency relationships- April 20, 2007 I read in the WSJ a couple days ago that agencyclient relationships are becoming harder to sustain not surprising as marketers are under increasing pressure to drive results. In the good old days, clients were happy with increases on brand...http://brand.blogs.com/mantra/2007/04/clientagency_re.html |