North American President of Cohn & Wolfe
Jim Joseph is the North American president of New York-based communications agency Cohn & Wolfe, part of the media company WPP Group PLC. He is the author of three books, including the latest, (Happy About 2013). Joseph also teaches marketing at New York University and blogs at The Personal Experience Effect JimJosephExp.com.
Running a business
If you want to stay relevant, much less open, you should know your product or service in and out, and make sure you employees are well trained.
Numbers, stats, profiles, trends and historical reviews are a start, but you have to think for yourself.
Here are quick phrases to help clarify and solidify terms that many people get confused.
A recent survey of 12,000 people revealed the companies they believe to be most genuine possess these two traits.
There's no separating yourself from your business when you're an entrepreneur. Use that to your advantage.
Small-business owners and entrepreneurs should not be fooled into thinking positioning is only for the big brands.
The statement can help you make strategic decisions, train your team and develop creative messaging.
Any company can release a product with the expected features, so you need to earn a place in your customer's heart.
Identify the very unique attributes of a product or service that make it special. Then solidify the positioning.
Choosing the sole purpose your statement rests on will be the toughest decision you'll make with your branding.
With the recent passing of the funny entertainer, here is the lesson we can all apply to our lives.
If you want customers to engage with your business, you need to clearly illustrate what it is all about.
Marketers really need to know their customers, or risk coming off flat and factual. Build up the psychographics of your potential base.
Collect as much information as you can on your target market so you can create a rich statement and experience.
There are many variations of this format kicking around, but this is one of the simplest approaches.
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© 2014 Entrepreneur Media, Inc.