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.”


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.