Big Idea

Your Brand Promise – Why You Need a Big Idea!

Some marketers and business owners believe that the strength of their product or service is what determines success. While this is no doubt true in a few rare cases, most often, even a great product or service has to be marketed properly to succeed. And the best marketing is centered around what we call a […]

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Why Your Brand Promise Must Be Specific

In my book, articles and presentations, I often talk about the importance of a specific, compelling and differentiated Brand Promise to achieve success in B2B marketing and sales.  And although it is a B2C example, I think the following illustrates the point perfectly.   

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