Article Archives
FEATURE ARTICLES by Rob Gelphman

» 9/02 "Stop Creating Brand and Start Generating Revenue"
Brands come and go; positioning is where the rubber meets the road.

» 9/02 "Know Your Audience"
Accurate definition of an organization’s key audience is more critical than ever, especially in the current economic climate.

» 2/03 "Every Company's Marketing Goal: To Be Known and Wanted"
Many companies think calling themselves a leader is tantamount to positioning. But being a leader does not necessarily connote value.

» 2/03 "Successful Marketers Know the Difference Between Brand and Position"
Often what goes wrong with marketing campaigns bent on creating a brand is the underlying strategy.

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