[Blank] Your Way to a Better Brand

May 13th 2013
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By Jack LaRue

Imagine that your firm comes up in a conversation between two business people. One says",Smith and Jones, CPAs, sure, I've heard of them. They're the [blank] firm." Now, what do you want the [blank] to be? That's brand positioning. 

Brand positioning is what people think about your brand. It's different from brand awareness, which measures whether they think about your brand. 

For example, Nordstrom, Walmart, and Kmart all have strong brand awareness. Nordstrom and Walmart also have very clear – and very different – brand positions. Kmart, on the other hand, doesn't have a clear position in the retail market space, and it's causing them a great deal of trouble. 

Having a well-thought-out positioning strategy is just as important for accounting firms. Do you want to be thought of as the "tech savvy" firm? The "ultimate tax authority?" The "friendly firm", the "small business advisor", the "outsourced accounting department", or the "expert" in one specific industry?

Brand positioning is a simple concept but it's a powerful one. Even if you spend lots of money and energy trying to build brand recognition, it won't get you very far without a well-thought-out positioning strategy. Kmart is an excellent example of this. 

Most firms don't put a lot of thought into positioning, so it's relatively easy to lay claim to almost any position you choose and give your firm a powerful advantage. Once you've thought out your positioning strategy, all your marketing efforts can work in concert to establish and support it. If you stay consistent with it over the years, you can build a very powerful image.

Read more marketing articles by Jack LaRue.

About the author:

Jack LaRue is the senior vice president of myPay Solutions at Thomson Reuters Tax & Accounting.


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By jessica
Apr 27th 2016 09:47 EDT

No information could be found on this individual. The investigation on the address provided at the start of the investigation did not yield any result.
A contact of Tanveer RAHIM named Savio STEVENS Director at Transpacific Holdings Ltd. was uncovered via the former's Google + account.
Transpacific Holdings Ltd was officially registered in Hong Kong on January 24, 2015.
However, we could not establish a possible tie between Savio STEVENS and Savio ARORA.
[email protected]

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By jessica
May 3rd 2016 10:11 EDT

Deborah FENECH DE FREMAUX also known as Deborah DEFREMAUX or the Puppetiere. Accused of doing financial fraud of more than 2,000,000$ from several companies and imposing herself as a UN goodwill ambassador for United Nations which she is not. Her basic strategy is to contact big Companies and charge them for the services which she claims can be done through her contacts as a Goodwill Ambassador of United Nations. After the payment, she disconnects all her communications and flees to a different country. Her residential address is in Malta but her usual whereabouts are in Italy majorly in Sircausa and Naples.

Deborah FENECH DE FREMAUX was also involved in small Financial fraud cases in Malta before and drug related crimes in Malta as well as in Italy.
She claims to work in the following companies: De Fremaux Holdings and E. ME. A limited.

She usually team up with Tanveer Raheem, Yossi Gross and Savio Arora for financial fraud crimes. As of now she is underground with Multiple criminal charges related to Drugs and Financial Crimes.

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