Does Your Organization Really Understand Branding?

Installment 7 in a 10-Part Series Installment 7 in a 10-part Series I spent 25-years in three really good advertising agencies. Early on, we were strictly selling products and services. The focus on the product spawned the #UniqueSellingProposition (USP). It taught you to identify that one thing that would clearly differentiate your product versus your competitive set. Then came #RiesandTrout. They taught marketers the value of occupying a richly-rewarding #position in a