You’re buying peace of mind and more productive employees. “ In the factory we make cosmetics. In the drugstore we sell hope.”. That powerful statement is from Charles Revson, the founder of Revlon, and one of the great marketers of all time. Perfume is simply smelly (well, ok, pleasantly fragrant) water. But Revson imbued it with almost mystical powers. It could change your life. In two short sentences, Revson conveyed an essential marketing lesson. Don’t sell the features. Sell the benefits. Charles Revson sold water that has absolutely no utility (you can’t even drink it). Right? MORE >>

also used to think that “branding” applied to consumer products, not to b2b businesses or professional services firms.  I used to think a brand was just a logo. Wrong on both counts. A brand is a lot more than a logo. And it’s more than a niche. brand is what your market expects you to deliver. It’s your reputation. Even in the b2b world, brand perception and brand awareness matter.   “ Your ability to acquire clients, increase profits and expand your business …. How would your clients and referral sources describe it? How would your competitors and the marketplace describe it?”  . MORE >>

'What’s the best definition of “brand?”.    Noun – A type of product manufactured by a company under a particular name.               Verb – Mark with a branding iron.              Synonyms:  Noun – mark, stamp, sort, kind, make, trademark. thought a brand was a visible symbol for a consumer product i.e. the Nike swoosh, McD’s golden arches etc. Get very specific: new product launches, marketing strategy, branding etc. Products. Verb – stigmatize, stamp, mark. Source – Wikipedia. 2. “…. ”  Source – Persuasive Brands. was wrong. That is your brand. MORE >>

One reason could be a “trigger event” such as an acquisition or a product introduction. In my last post , I discussed why you need a prospect list and how to assemble one. You read the post. You’ve diligently done your homework. You’ve combed though all of manner of databases and directories. You’ve got your list. Now it’s time to do something! Introductions vs Direct Contacts. There are two ways to use the list: get introductions to prospects or approach them directly. Would you rather be introduced to a prospect or try to reach her via a cold call? Actually, it’s not that simple. MORE >>

His projects have been strategic plans, new product introductions, branding strategies, market analyses and many more. For example, let’s say you position yourself as a specialist in new product launches. Product type (industrial, CPG etc). Jack is a marketing consultant. He’s worked with lots of companies and worked on lots of projects. His clients have been Fortune 500 companies, middle market companies, and even a few start-ups. Jack enjoys his work. He likes the variety and is constantly exposed to new ideas and new people. But Jack has a problem. Jack needs a niche. MORE >>