Sometimes it’s Knowing When to Break the “Rules”

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Katowice Nikiszowiec | Kattowitz Nikischschacht
photo credit: Ahorcado

You can read as many management and marketing blogs, books, and white papers. Talk to as many experts, listen to the pundits and take as many classes as you want to learn all the “rules” for marketing your business. But here’s the thing. None of them, not a single one, knows your business better than you do. And that is a critical piece of information in constructing a marketing plan. You know what your brand calls for. You know how much latitude you can take on the public perception of your business.

If you get these experts in a room by themselves, and share the details of your business with them, you might just find that they would tell you to do something they would argue against for 98% of the market. But you’re special, you know it, and now they know it to.

So if what you’re reading or hearing seems largely to be pointed toward something that would work for most businesses – you’re right. That’s generally where the experts spend their time in mass-communication. But your business may, or may not be, most businesses. So listen critically, listen carefully, and do what’s right for your business. Remember, they may all be the acknowledged experts in their field, but you are the acknowledged expert in your business. Trust that and make informed decisions.


Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

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