Originally published in Austin Business District Magazine in Sept./Oct. 2005
Dear Brand Guru, I run a small Austin business and my marketing director says we need to work on our market positioning. How much is this going to cost me?
I will be arriving at your office with a small front-end loader. I prefer my fee in un-marked bills, packed in cellophane bundles of $5,000 each. Trust me, it’s worth every penny.
Hey, I’m not Michael Dell!
As my son says, “No duh.” Michael has buildings full of brand managers, you don’t. In fact, all of my clients are not Michael Dell. Most are just ordinary folks who sell services, or bend sheet metal for a living.
Bend sheet metal?
Manufacture stuff, primarily stuff that’s not sexy. I could make real money branding sports drinks that sweat out of your body in gushing rainbows, but I like living in Austin so here we are.