A few factors conspire to frustrate small business owners about branding. The first is the idea that an elaborate, creative logo is needed and the second is that anyone can write a winning slogan. Both of these misconceptions bog down marketing and create unrealistic expectations. It's why at Dog Star Media, we always emphasize positioning. T...

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...