Here’s my recent guest column for the Oregon Wine Press, sharing my perspective on differentiating your brand and communicating in the new environment. Working on your positioning costs very little, yet can unleash much better PR and social media performance – and drive sales increases.
I’d be happy to review your marketing plan and brand story at no charge and see where opportunities may lie to save costs and grow sales in 2011.
Effective marketing has never been more crucial, yet full time marketing staff might not always be within reach for small businesses. For larger organizations with a full marketing team, sometimes an unbiased, external voice can help identify new directions and opportunities.
I collaborate with owners and their teams to take a fresh look at their businesses amidst this radically different landscape, rising above risks to take advantage of the opportunities available for well-positioned brands. Many existing brands could be strengthened to become better differentiated in the marketplace, more relevant to the increasingly demanding consumer and more attractive to potential distribution partners. Our professional services have expanded beyond consulting and strategy development to include PR, social media, direct sales management and portfolio counsel.
