An aside, that seems like a horribly negative name, perhaps that’s why the keep telling us (on NPR within the last hour) that they used to be Horn, Murdoch, Cole. … Not what they stand for, why I should get to know them, but who they haven’t been for over TWO years. … This stuff is not that hard, You do work hard to define the business you are in, the way you relate to your customers, what your products and services are; and then you tell them the story, over and over again. … It’s not that legacy should be forgotten, but there are few, very few, organizations for whom it should, or can, be the marketing route to the future.
Decide who (or what) you are….