by Craig Fairley | Dec 8, 2010 | Brand development, Industry Observations, Marketing Tips
A client, who is a consultant, recently commented that the positioning statement on his letterhead (similar to a tag line, the phrase that describes what you are all about) seemed to be too narrow. He was getting more work in other non-core fields. He told me that he...
by Craig Fairley | Oct 4, 2010 | Brand development, Industry Observations
Here’s a story that really talks to the power of a brand. I was recently part of a conversation where a colleague was horrified to find out that her internet service provider (ISP) subcontracted their e-mail service to Hotmail. Another person chimed in, saying...
by Craig Fairley | Sep 1, 2010 | Brand development, Websites
In today’s marketplace, being on the internet is a must. It provides your clients fast and easy access to you, and you to your clients. But how do you represent your organization through your use of the internet? So many small business operators send e-mails...
by Craig Fairley | Sep 1, 2009 | Brand development, Marketing Tips
When we describe someone, we create a picture of them. We talk about physical attributes such as height, hair style and complexion. But we also talk about how they dress as well as how they walk and talk. What we look like and how we act identifies who we are to...
