The Next Step Archive
Posted: Oct 19, 2010 12:00am ET
Chances are you put a lot of time and energy into positioning your brand. You look for insights; communicate the key benefit to the right target audience; cultivate the “tone and manner.”
Posted: Oct 8, 2010 12:00am ET
The legendary advertising man David Ogilvy ( my boss) loved to tell the story of a young account executive at his agency who climbed to the top because he became a leading authority on the product manufactured by his client.