Stop Wasting Your Marketing Dollars

The first step to cutting waste and improving results is a powerful brand strategy. The Harvard Business Review concurs. In fact, Business Week even goes a step further by stating that "if you're spending money to advertise and market without being connected to a brand position, you might as well pile the money up and burn it."

Some of the world's most successful brands have one thing in common...their most important asset is their brand.

Within the Harvard Business Review's centennial issue, the cover is devoted to "Honing your competitive edge." They talk about gaining that advantage through a company's strategically valuable resources. These resources can be physical assets (a prime location, etc.) or intangible assets (a strong brand).

Before launching your website, make sure that you have a clear brand strategy that connects 100% with your best prospects and closes more sales.

How will a strong brand help your business?

• Ensure that the majority of your prospects perceive the company’s offerings as the only solution to their problem or desire
• Uncover the deepest connections between you and your customers
• Unlock your true Relevant Differentiation
• Capitalize on both the rational and emotional powerful of your brand
• Attract higher quality leads
• Close more sales
• Provide a guide to all future actions and decisions

Biography:

Steve MacDonald is the Brand Strategist of Abasys Technologies. He has spoken at major corporations, been published in business journals and worked with some of the smartest marketing minds at Nike, Nissan, Procter & Gamble, VISA and Miller Brewing. Over a twenty-two year career, he has served as a founding partner in an advertising agency, the Director of Client Services for a top 10 interactive firm, Vice President, Director of Strategic Planning for Mazda Motors of America, Executive Vice President of a regional marketing firm and CEO of a dotcom start-up. Mr. MacDonald has recently been appointed to the Thought Leadership Board of the Marketing Executives Network group to create a series of special reports and trend analysis to be shared with the national business press.

He was trained years ago in brand strategy development by the former head of the Coalition for Brand Equity and CMO of McDonalds. Mr. MacDonald's extensive experience in both ownership and management positions has provided him with a high level of expertise in branding and marketing which shows in the significant tangible results he brings to his clients.