“Branding” is probably the most overused and misunderstood marketing buzzword of recent years. Thousands of talks have been given on the virtues of branding. But most of them tend to get very vague when describing how to actually achieve it...

True branding — entrenching a company or product name in a market — comes as a direct result of clear differentiation. Pure and simple. And the most direct route to differentiation is a powerful process called “positioning," which few of today's tech marketing agencies seem to know how to do.

And that opens a major opportunity for smart companies to do it right...

The Shultz brand of positioning carves out a unique niche for you in your marketplace. It begins with knowing what will work as a sufficiently differentiated “position” for you. And knowing how to make you stand out from your competitors. And knowing how to make you memorable — permanently associated with specific, market-relevant values and benefits.

Call it branding, call it positioning, call it differentiation — it's fundamental to what Al Shultz Advertising delivers for each and every client.

And it's a key differentiation between this agency and everyone else.