Jim Joseph

Jim Joseph

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, The Personal Experience Effect (Happy About 2013). Joseph also teaches marketing at New York University and blogs at JimJosephExp.com.

Small-Business Owners Who Aren't Experts in Their Fields Will End Up Paying a Hefty Price
Running a business

Small-Business Owners Who Aren't Experts in Their Fields Will End Up Paying a Hefty Price

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.
Data is Not an Insight
Marketing

Data is Not an Insight

Numbers, stats, profiles, trends and historical reviews are a start, but you have to think for yourself.
The Entrepreneur's Simple Guide to Business Concepts
Business Plans

The Entrepreneur's Simple Guide to Business Concepts

Here are quick phrases to help clarify and solidify terms that many people get confused.
Customers Demand These 2 Fundamental Aspects of Authentic Brands
Customer Loyalty

Customers Demand These 2 Fundamental Aspects of Authentic Brands

A recent survey of 12,000 people revealed the companies they believe to be most genuine possess these two traits.
Position Your Brand So It Reflects Who You Are
Branding

Position Your Brand So It Reflects Who You Are

There's no separating yourself from your business when you're an entrepreneur. Use that to your advantage.
The Single Greatest Gift From Creating a Brand-Positioning Statement
Branding

The Single Greatest Gift From Creating a Brand-Positioning Statement

Small-business owners and entrepreneurs should not be fooled into thinking positioning is only for the big brands.
Use Your Brand Positioning as a Compass for All Aspects of Your Business
brand positioning

Use Your Brand Positioning as a Compass for All Aspects of Your Business

The statement can help you make strategic decisions, train your team and develop creative messaging.
Beloved Brands Connect Emotionally to Lead the Pack
Branding

Beloved Brands Connect Emotionally to Lead the Pack

Any company can release a product with the expected features, so you need to earn a place in your customer's heart.
Find Your Brand's Proof Points
brand positioning

Find Your Brand's Proof Points

Identify the very unique attributes of a product or service that make it special. Then solidify the positioning.
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Your Brand's Positioning Should Rest on the 1 Thing You Do Best
brand positioning

Your Brand's Positioning Should Rest on the 1 Thing You Do Best

Choosing the sole purpose your statement rests on will be the toughest decision you'll make with your branding.
What Joan Rivers' Long, Successful Career Teaches Us
Inspiration

What Joan Rivers' Long, Successful Career Teaches Us

With the recent passing of the funny entertainer, here is the lesson we can all apply to our lives.
Define Your Brand With Focus and Flexibility
brand positioning

Define Your Brand With Focus and Flexibility

If you want customers to engage with your business, you need to clearly illustrate what it is all about.
Demographics Alone Are Not Enough to Position a Brand
Marketing

Demographics Alone Are Not Enough to Position a Brand

Marketers really need to know their customers, or risk coming off flat and factual. Build up the psychographics of your potential base.
The Better You Know Your Customer, the Better You Can Position Your Brand
Branding

The Better You Know Your Customer, the Better You Can Position Your Brand

Collect as much information as you can on your target market so you can create a rich statement and experience.
This Old-School Tool Can Help You Create a Positioning Statement
Branding

This Old-School Tool Can Help You Create a Positioning Statement

There are many variations of this format kicking around, but this is one of the simplest approaches.