Archive for Positioning

David & Goliath

David & Goliath

It’s pretty scary when new technology seems to threaten the future of a whole industry. Especially when the companies marketing it are giants with huge existing customer bases. Traditional companies worry about how they can compete as the ground starts to shift beneath them. In…

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Differentiation Through Excellence

Differentiation Through Excellence

Creating differentiation is often challenging, especially in the service industries. But every brand needs to stand for something meaningful and relevant to their customers. It’s easy to speak of superior customer service, but much harder to clearly define it, and then deliver on it. We…

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