Archive for May, 2008
By Lee W. Frederiksen, Ph.D.
Trying to change your competitive positioning? Need to re-brand your firm? Getting your staff on board for the change is a major challenge for professional service firms. NetApp, a major data management firm reported on their 18 month rebranding process in the always helpful Marketing Sherpa newsletter. Their 6-step process is a useful example of how [...]
Filed under: Branding, Business, Marketing, Positioning, Professional Services | Leave a Comment
Choose Inferiority
07May08
By Lee W. Frederiksen, Ph.D.
It’s often said that the essence of strategy is what you choose not to do. You can’t be all things to all people. This is intuitively true when it comes to manufactured products such as an automobile or a new pair of shoes. But does it apply to professional services in the same way? [...]
Filed under: Branding, Business, Marketing, Positioning, Professional Services | Leave a Comment
