Posts by Graeme Thickins

Positioning Statement? Tagline? Mantra?

Let’s look at three terms that get tossed around a lot in marketing circles. What do they mean, and how does one differ from the other? Think of them as tools on your marketing toolbox — when would you use one versus the other? Though many may consider these three terms somewhat interchangeable, they really…

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The Only Thing Standing Between You and Commodity Pricing

Now that I have your attention, let’s talk about brand. I mean, who wants commodity pricing? That’s why, as a business owner, understanding the value of a brand is crucial. Why would someone pay you more for your product or service than what the other guy charges for seemingly the same thing? Enter the concept of brand equity.…

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Naming Your Startup: 7 Tips for Success

Once you’ve made the decision to start a new business and have at least the basic resources in place, undoubtedly one of the biggest challenges you’ll face is deciding what to name it. For a task that seems so simple on the surface, most experienced entrepreneurs will admit that they spend an inordinate amount of…

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What Is Positioning?

If there’s a marketing term that gets thrown around more than any other, it’s “positioning.” I can’t imagine a marketing plan out there that doesn’t include it, multiple times. But it’s been used and abused so widely, by so many, for so long that it’s likely many people can’t really articulate what it means or why it’s important.…

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What Is a Brand?

In my continuing theme of talking about the basics of marketing in these first posts of my new blog, I’m moving on to a favorite topic: branding. Again, I’m harking back to some notes I made several years ago after studying the writings of many smart people on the topic of what branding (in the corporate and product sense) is…

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