Brand Positioning

Architect Bob Borson. Sir Richard Branson. They both have a strong opinion about mission statements. In a 2014 blog post, Borson wrote: “I think Mission Statements are silly – particularly if you make them public and part of your marketing strategy.” I agree about the silly part. Mission statements typically say what every business in […]

Your prospective customers don’t care about you. They probably don’t care about your competitors, either. In their communications, most companies make the same mistake: They talk about themselves, about how they’re the best in the business, how their team has an astounding number of years of combined experience, how easy they are to work with, […]