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Brand Strategy, Messaging and Marketing Blog

Your competitive advantage is differentiation

Your competitive advantage is differentiation

One of the most common mistakes I see is when businesses try to copy their competitors in every way, from their branding, their messaging and their services.  While it's natural to want to imitate success, this approach is ultimately a recipe for failure. The truth...

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Know your brand target audience

Know your brand target audience

One of the most critical tasks that I encounter is helping businesses to define and understand their target audience. Knowing your target audience is essential because it helps you to create effective marketing strategies, tailor your messages, and establish a...

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