Of Position and Purpose

Posted on 12. Mar, 2010 by Mark McKinney.

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In the normal course of our work, we see people (occasionally even people on our team) mixing up the ideas Brand Position and Brand Purpose. Brand purpose is the reason a brand exists, and the brand position is how it presents itself to the marketplace (which hopefully reflects its purpose, but it is different). So, [...]

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The Message in the Relationship Era

Posted on 04. Dec, 2009 by Mark McKinney.

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Recently, I was in a conversation with a new acquaintance about the changes taking place in marketing. I was talking about the intent of the marketing message in the new Relationship Era, and threw out some opinions about what the message should do. My conversation partner stopped for a minute and commented, “Augustine. The outcome [...]

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