Ed Roach
For more than 25 years, Ed Roach has worked with hundreds of successful small businesses by helping them develop unique brand positioning strategies that differentiate them from their competition. Ed appreciates working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions, and consults predominantly with businesses facilitating his proprietary process, "Brand Navigator." This branding process effectively focuses a company's brand, delivering a positioning strategy that can be taken to their marketplace. He is the author of "101 Branding Tips," a book of practical advice for your brand that you can use today.
Latest
Appearing to Do the Right Thing is the Wrong Thing in Branding
How many companies can you think of that tout customer service, great pricing, guarantees and transparency? They appear to be doing all the right things. The tricky word here is “appear.”
The New Brand Benefit
In a lot of ways starting a business and giving birth to a new brand can be an exciting process. No one knows who you are yet, so they have nothing to build an opinion on.
Brand Strategically: How to Tell When Your Graphic Designer Doesn’t “Get” Branding
A good percentage of graphic designers see branding or re-branding as nothing more than changing the logo and marketing materials—visual solution. The reasons SME’s have for needing branding typically have very little to do with visuals per se.
Objects May Be Closer Than They Appear!
I’m sure that there’s an expectation among your peers that your business will continue to thrive. Truth is, you’re doing quite well, by doing the things you do the same way you’ve been doing them since you first put your shingle out.
How Small Brand Awareness Works
Recently I’ve had the pleasure of being on an experts panel at Bob Proctor’s Matrixx event held in Toronto, Ontario. As an expert I did my best to assist individuals realize what their brand is or could be. It was an invigorating experience.
Place Brand Logo Puffery
Most cities, towns and countries who take on the task to develop their brands spend a great deal of money essentially changing their logos under the pretense that their logo is their brand.
How to Profit from Great Adventures
The opportunities we strive for manifest themselves in countless ways. Being in business for myself virtually my whole working career, places the responsibility of generating income squarely in my lap. One of the more interesting ways I’ve accomplished this is to develop my own opportunities and watch them grow.
You’re Stuck in a Rut
Because of their small size, SME’s (small to medium size enterprises) have little regard for professional marketing. They draw their inspiration from the leaders in their categories.
How to Avoid a Weak Brand in a Post-Patent World
Patents. They’re great things aren’t they? Have you given any thought to the day when that patent runs out? Maybe it seems so far away, that it simply isn’t on the radar.
Developing a World-Class Brand
If you have a world-class brand, are you showing world-class quality at every turn? Is your brand involved in on-going training? It’s not just about customer service and brand awareness. It’s not that everyone knows your brand, it’s what their perception of your brand is.