Nearly twenty years ago, I first asked a client, "Which would you rather swallow, a watermelon or a watermelon seed?" It's an absurd question, but it effectively illustrates how positioning works. The watermelon is a concept that takes a lot of words and effort to be understood. The watermelon seed is an idea that has obvious meaning to most people...

When it comes to advanced or elective services for both dental and medical practices, we can all agree the market needs educating. Therefore, you approach marketing to educate the customer on the value of your services and procedures. You and your services have a highly desirable and worthwhile value, right? Well, when your message agrees with the ...

One of the most frustrating parts of a client-agency relationship is trust. And that goes for both parties. A study done by USA Today and independent ad agency RPA discovered that 98 percent of advertising and marketing executives believe that their best work occurs when the client trusts the agency. But, entrusting your brand’s image to someone else can be daunting. Here are five things worth considering when you start to doubt your agency: