So, why Edgecraft? Inspired by a riff from one of my favorite marketing authors Seth Godin, I chose the name intentionally to represent my approach to achieving what all brands and businesses are seeking: Growth. As I hope it implies, Edgecraft is about identifying an ‘edge’. Not a creative edge in the sense of novel …
I see positioning as the core foundation of not just brand strategy, but business strategy. If articulated clearly, it provides strategic direction for which products/services the brand should make, and how it communicates those offers to its audience. Ultimately, it answers the question, what do you want your audience to think of when they think …
To paraphrase the biblical passage that found its way into the marketing lexicon long ago, ‘trying to be all things to all people, means you’ll be very little to any one person.’ An accepted truth over which few in our industry would argue. But how is this achieved? Over the last decade there have been …
