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| McSweeney & Antman's strategic management consulting partner is Market Strategy Group, LLC. |
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| McSweeney & Antman's strategic media relations partner is Walek & Associates. |
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| McSweeney & Antman's strategic design partner is Mease Communications. |
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| McSweeney & Antman's strategic sales-consulting partner is The Waterhouse Group. |
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| McSweeney & Antman's strategic research partner is The Guild Group. |
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Corporate Branding and Positioning
McSweeney & Antman's approach to corporate branding and positioning focuses on a realistic assessment of the manner in which an organization actually creates value and on specific recommendations for the ways it can communicate this in the most effective manner.
The process begins with a diagnostic audit that cuts to the core of what does—and does not—make up a company's unique value proposition. Based on this analysis, McSweeney & Antman works with management to develop a more powerful corporate brand. The corporate brand is not a vision or a mission, nor is it an image or an advertising slogan. It is the encapsulation of the organization's unique ability to generate value and grow.
Once developed, the corporate brand is then brought to life and conveyed through communications initiatives. Sometimes this involves presenting the company in a new light, sometimes doing a better job conveying market potential and strategy, sometimes finding ways to make competitive advantages "real," and sometimes it simply involves improving communications tactics. |
UPDATES:
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August 14, 2009
I’m extremely gratified to report that, as of August 3rd, I’ve joined FCStone Group (NASDAQ: FCSX), www.fcstone.com, as Vice President, Marketing Communications, after more than 20 months of serving the firm as a marketing consultant. It’s a great company and a great job, and I couldn’t be more pleased.
I’ll continue to be reachable at michael@mcsweeneyantman.com, at my FCStone e-mail address, michael.antman@fcstone.com, or by phone at 847-636-2715.
I will keep this site, www.mcsweeneyantman.com, active so that I can continue to post occasional articles on marketing topics.
I've also posted the final edition of the firm newsletter, in this case consisting of a very personal and informal essay about some of the fun and interesting moments I've experienced in my first thirty-plus years in the marketing communications business.
This essay can be found by clicking the "Op Ed" section on the left-hand side of this page, where other articles on marketing can also be found. The 15 previous issues of my newsletter will continue to be available on the site under "Newsletter Archive."
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