Branding and Builders When we work on marketing projects, we like to think of two categories: Builders and Drivers (a concept we are borrowing from

Who Are Your Customers?  You need to know who your customers are in order to grow a business. We start every project with an exercise

Messaging and Terminology The way we talk about things can be important to convey what they mean to us. Calling someone who works in your

Stark Raving Fans “Stark Raving Fans” is a term that I came across in Seth Godin’s work. Stark Raving Fans means you go beyond just

Do You Deliver Well? If you spend $10,000 on advertising and your customer service or product is horrible, what will the result be? You’ll have

Price/Position/Product/Place Now that we have covered who you are, we can start to get a better understanding of where you sit in the marketplace. The