ABSTRACT
Effective positioning statements are ideally compelling value propositions, usually including differentiating factors, to enable Clients to make meaningful competitive comparisons. The increasingly important roles and reach of marketing communications and information technology are having a marked impact on Clients. Marketing communications need to be 'on message'; these should always reflect the essence of the brand. Some firms refresh their brand image in an effort to position or reposition their offering to their markets. Many professional services firms have invested considerable sums in researching and developing their brand. Many firms use straplines to reinforce and differentiate their brand in some way with the aim of gaining competitive advantage. Consistency of brand identity is important wherever brand might appear, so it is important to have a preferred suppliers list for all printed materials, stationery, signage and branded promotional merchandise. Bradley Neill deals with legal aspects of the brand to ensure its protection in various jurisdictions, working through regional management and legal teams.
