B-to-B Insights: Lost in Translation
If you answer quality, service and value, your brand isn’t well defined. In fact, you risk being beaten at your own game. Even Wal-Mart has backed off its low-price guarantee.
To define your brand’s unique selling position, find something no competitor has claimed. Here’s how a couple B-to-B heavyweights do it right.
- Companies:
- Livers Bronze
- Staples
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
