We often get hired to help companies position or reposition their brands.  Brand strategy projects require a deep dive into our client’s business, target audiences and competitors, and can be some of the most intense and rewarding  in our business. The goal is to create a brand that is relevant and differentiated.  Get it right, and the the payoff can be enormous.  Get it wrong?  Well, let’s take a look.

This ad for Empire State College in a New York subway recently caught my eye.  “The SUNY College for Adults” the ad tauts.  Brilliant! While the rest of the colleges out there cater to the millions of children seeking degrees, Empire State College has differentiated by serving the needs of adults.

What’s next? A Hospital for The Sick or a Restaurant for the Hungry?