by Jeff Slater | Jul 17, 2018 | Marketing Advice
A value proposition isn’t a mystery. I’m working with a client on developing a statement of their value proposition. I love this type of opportunity because it forces me to read, learn, think and discuss an important strategic topic. Best of all, it requires a...
by Jeff Slater | Jul 15, 2018 | Branding Issues, Marketing Advice, Personal Stories
Brands have to wrestle with reality and its perception every day. Products can be positioned as fake, artificial or nasty by competitors causing brand managers to be on the defense and reactive. Or, products can be positioned as authentic, real and good by your brand...
by Jeff Slater | Jul 12, 2018 | Branding Issues, Marketing Advice
As Seth Godin reminded me this week, we all have an origin story. Superman had his story about coming from Krypton and Ben & Jerry have told their tale about taking a correspondence course to learn how to make ice cream. These origin stories are a vital part of...
