Story Competition – How do you stack up?
You need to understand how your competitors are making life difficult for you. The last thing you want is to take the time, energy and political capital required to develop a new positioning only to discover that one of your competitors has firmly established itself with something very similar. Good positioning, the foundation of your […]
Great B2B Stories Start With Customers
One of the authors was once tasked with re-branding NY Thoroughbred racetracks. They had fallen on hard times as they were considered a “thing of the past.” One of the favored stories told by the CMO was how the owner of the tracks – he of a venerable wealthy east coast family – would come […]