How would you counsel a CEO who says, “Our security professionals have to make some tough decisions? I don’t think I should be reaching down and making those decisions but we need to do a […]
How do you create a brand? One of the key elements is market positioning. Branding begins by formulating a strategy that differentiates you from your competition. Part this process is creating a one word positioning statement. For example, Volvo’s word is “safety,” Victoria Secret’s is “sexy.” What is yours? […]
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