Five

Let’s redefine ‘positioning’ as ‘confidence’. Confidence is a better word because it focuses our actions in a way positioning doesn’t. You can’t develop confidence without considering all aspects, though. This isn’t about being all things to all

The magic dust doesn’t settle there, it happens during the meeting. It is far easier to naturally move the conversation into new and potentially valuable areas through conversation, human contact, invention and creativity during a face-to-face

The fundamental challenge that we have when applying reason to the subject of brand is that great brand is great emotion. But here’s why you still need the rational, in-depth, analytical approach, to have the right positioning and messaging.

Through poor brand management, compounding confused direction and leadership, a proud, engaged and vibrant group of people had withered to become a nondescript division of the corporate monolith. This was M&A at its worst.

In 2012, private equity interest, foreign buyers, shale plays and proposed tax changes drove M&A activity in the US oil & gas industry to a 10-year high (PwC US, 2013). It’s not surprising then that energy, mining and utilities continue to

Whenever you see or hear the word strategy, an adjective or qualifier is often attached. There’s corporate strategy, marketing strategy, communications strategy and PR strategy. Occasionally strategy is relegated to role of adjective itself.