Tag Archive for: brand positioning

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A Brand Consultant’s First Question: Who Are You Willing to Lose?

Every brand consultant asks who you're for. After twenty years placing brand strategists and writers, I think the real question is who you're willing to lose.
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The Copy Brief That Was Really a Brand Strategy Problem

After 20 years placing senior copywriters, here’s how a simple copy brief exposes a brand strategy problem — and what to fix before you brief a writer.

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