The Next Step Archive

October 2010


How To Position Your Most Important Brand—YOU!

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.”

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A Sure Route to Career Success: Become an Expert in Something

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.

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