Solomon Strategic

In a world known for mega-conglomerates and deep specialization, Solomon Strategic is an anomaly.
For starters, it is anything but a mega-conglomerate; instead, you might think of it as a micro-conglomerate, given the solo practice is run by its founder, Robert Solomon, who with the assistance of his COO/CFO/CTO/wife, Roberta, pretty much runs the place on his own. And rather than claiming one area of expertise, Robert is a true generalist.

Trained as a direct marketer who embraced Digital early on, Robert is known for his expertise as a brand strategist and new business developer. He also is an accomplished writer, published author, and expert speaker and workshop leader, who also is certified as an organizational and executive coach particularly skilled in job search.

As varied as these disciplines are, they share a single objective: they are about changing behavior of a company, a client, an employer, or a consumer.
If you have an assignment in need of behavior change—a strategy challenge, a writing project, a speaking engagement, a coaching issue—we suggest you consult with Robert. You can reach him at robert@solomonstrategic.com.

  • Positioning or repositioning your brand

    Robert has worked on positioning or repositioning assignments for a wide range of clients, DHL, TSYS, VantageScore, EK Guard, MC2, and PALAZZO among them.  Some are large, some are small; some are well-established, some are new; some are known, some are obscure.

    All of them had one thing in common:  the need to find exactly the right language that is meaningful, motivating, differentiating, and, above all, credible and believable to the audiences it targets.  Done well, and embraced by the firm’s employees, a positioning statement can serve as a kind of shared “elevator speech” on the company.

    Robert starts the process with some homework, looking for client guidance on the firms most likely to be competitors, and seeking articles and news stories that are useful and illuminating. 

    Once the homework is complete, Robert arranges for several hours of client discussion, guided by a series of questions prepared in advance. As part of the process, clients also will facilitate meetings with key players – clients, prospects, suppliers, partners, others—in order to gain insight into what they are thinking, feeling, and saying about the firm. 

    From these meetings Robert synthesizes the material into one of two possible positioning constructs.  The first follows this “architecture:”

    For: the target audience you define
    Company name is: the company definition
    That: the key differentiator
    Because: the reasons to believe

    The second construct follows more of a “compare and contrast” approach: 

    In a world where most firms are X,
    Company name is Y.

    Using one or both of these constructs, Robert will create a range of positioning drafts, then work in close collaboration with his client to revise and refine the one that clearly articulates what the firms stands for, and what it aspires to be.