I get it. It is so easy to get caught up in the news of the day, the push and pull at work, the demands of family life, the struggle to make ends meet, just trying to stay healthy. Livin’ ain’t easy.

Everyone knows the saying “keep your friends close and your enemies closer.” That is a dramatic statement, but it is fitting for this topic. To stay competitive in the marketplace, your brand must know who it is competing with. Whether your business markets to other businesses (B2B), consumers (B2C) or to government agencies (B2G), this topic applies.

Sweeney CEO Jim Sweeney was recently quoted in a Tax Notes article about the negative portrayal of the IRS in film and television. Read the full article here. Changing Perception Marketing and public relations professional Jim Sweeney said that media in all forms has an impact on public perception, but the effects are complex.

A unique selling proposition (USP) is exactly that—unique. Every brand should have one, and it should be woven into the fabric of all brand messaging. So, what is it and why do you need one? What is a USP?

My mom, who is now 90, can be found every evening sitting on her front porch entertaining a seemingly endless parade of family, friends, neighbors and strangers. It’s been that way all her life; she loves people, and they all love her.  Last night I was one of them, sitting quietly in a chair staring off at the giant elms and listening to the birds sing their night songs.