Change-and Positioning-You Can Believe in

Here's a wonderful article from Advertising Age that talks about staying on message and how Obama did it through the campaign while others did not. It's a great reminder for all of us about sticking with a tag line /positioning over the long run.

The best local example I can think of is for Keith's beer - Those who like it, like it a lot. For as long as I can remember that's been the line. Good for them.

So resist changing your theme. You (as a company) may be tired of it but your customers are likely just getting used to it.

Here's the article.