Every so often, you meet someone in your professional life whose wisdom you are eager to have rub off on you. I can’t remember exactly how I made the acquaintance of Jay Gronlund, CEO of consulting firm Pathfinder Group, but we seem to have interesting conversations every time we connect. While Jay often picks my brain on social media and other emerging tools of the trade, he never fails to remind me that at the core of every solid marketing program lies a well-conceived brand message.
It was my honor to present a guest lecture at Jay’s NYU SCPS class on Positioning & Brand Development. I like to think that the case study I presented on our recent Regus NYC campaign — which has been nominated for PRSA Big Apple and Sabre awards — demonstrated that philosophy. Though we deployed more than a kitchen sink’s worth of marketing tactics in order to generate leads for Regus’ 18 Manhattan locations, our first order of business was localizing the company’s brand message and positioning. By injecting a little humor into the campaign and calling in a few partners with local street cred, we doubled our lead gen goal and earned the right to continue working with the amazing marketing team at Regus.
If you are thinking of taking a continuing education class to fill in the gaps in your marketing knowledge, consider Jay’s Positioning & Brand Development course. You’ll be surrounded by fellow students who are professionals in their fields — from advertising sales, to investor relations, to Web entrepreneurs — and who are also actively pursuing training to advance their careers.
Photo credit: Melanie Warner, Hotiron Creative
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