| A Troyanos Group Ltd. Publication | Volume IV, June 2012 |
A Conversation with Austin McGhie The Troyanos Group is very excited to share a recent conversation with Austin McGhie, author of a compelling new work entitled BRAND is a Four Letter Word.
McGhie, President of the Strategy Group at Sterling Brands and a 30-year veteran of the marketing world, believes that too much attention has been focused on the abstract notion of “building the brand,” and not nearly enough on what such an effort should be about: positioning. He recently sat down to discuss his book’s unique approach, noting that “there is no marketing problem or opportunity that can’t be framed as a positioning exercise.”
 Excerpt: “Unless you’re a rancher you can’t brand something. There’s no such thing as ‘branding.’ If you position something effectively over time, you may build what we have decided to call a brand. It’s the prize. It’s a noun. Importantly, let’s not treat it as an assumed business objective. The objective is to make more money in a sustainable manner. Building a brand is one available strategy. Yes, it’s proven to be a very profitable strategy, but it’s a strategy nonetheless.”
Read the complete interview at The Game Changers |
| The Troyanos Group, Ltd. is an Executive Search and Consulting firm specializing in Marketing and Marketing Communications. https://troyanosgroup.com/ |
