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Get to really know your target audience says Drew Desjardins, Dudnyk's CSO

This month we continue our series on effective brand positioning with a look at defining the target audience.

All too often, target audience is overlooked within the positioning statement or defaulted to the specialty treating the condition. Yet understanding the subtleties of your target audience is paramount to effective positioning. Here are a few tips for getting more out of defining your target audience.

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Reframe the conversation

You should seek to gain a competitive advantage by setting a strong frame of reference

In an increasingly competitive environment, positioning can be daunting, yet it is one of the most important strategic tasks you can undertake for your brand. In our last post, Laurie Bartolomeo provided an overview of how we approach positioning at Dudnyk and its importance to the creative process. This post focuses on the competitive frame of reference within the positioning statement and how to best use it.

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Positioning is most important step

Establishing a strong position for your brand is arguably the most important step you can take to ensure a successful product launch and a memorable brand identity. You don’t want to skip it.

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Don't make these grammar mistakes

In striving to sound business-like, we can make our wording labored—and even incorrect.

Most of us strive for correctness when we speak or write. Yet sometimes, perhaps because of a rule we vaguely remember or because we’re trying too hard to sound impressive or exact, we choose a less natural sounding expression for a more formal sounding one—and end up being incorrect anyway. Here are some examples:

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