Kilian Jornet is the greatest athlete you've never heard of. He competes in niche sports that require enormous effort and endurance: ski mountaineering, sky running,…
Ray WeaverApril 21, 2022
I am so pleased to be included among the "brand ambassadors" helping to launch Gini Dietrich's new book, Spin Sucks. Especially so because I think…
Barbara Weaver SmithMarch 30, 2014
No, I am not rushing the holiday season. I am talking about products and how they can represent your brand, in the continuing series…
Barbara Weaver SmithSeptember 27, 2013
In my continuing series on brand differentiation, today's post focuses on the value of case studies in building your brand. Prospective customers really like to…
Barbara Weaver SmithAugust 3, 2013
Testimonials from customers or supply-chain partners can serve as powerful differentiators. Building your brand on testimonials means you stand out from your competitors in customer…
Barbara Weaver SmithJuly 18, 2013
If you have what Strategic Coach Dan Sullivan calls a "Unique Process," you are way ahead of your competition in differentiation. Your brand promise IS that…
Barbara Weaver SmithJuly 15, 2013
Great brands are built through focus. It's often very hard for a small company, especially a young one, to limit its concept of "who is…
Barbara Weaver SmithJune 20, 2013
What is it that makes your company special? How are you different? Why should a customer buy from you rather than from someone else? Learning…
Barbara Weaver SmithJune 19, 2013
Whenever you hold the position of "the best" for a period of time, you become vulnerable to many kinds of attacks. You can't afford for…
Barbara Weaver SmithNovember 17, 2011
Is your company too modest? Before the customer makes the final decision to buy from you, they want to know in some detail what sets…
Barbara Weaver SmithNovember 8, 2011
I'm up to #6 of my Ten Ways to Lose . . . Even When You're the Best. Here's one that I see far too…
Barbara Weaver SmithNovember 2, 2011