Synergy Information
Ed Roach

Ed Roach

For more than 25 years, Ed Roach has worked with hundreds of successful small businesses by helping them develop unique brand positioning strategies that differentiates them from their competition. Ed appreciates working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions. Ed consults predominantly with businesses facilitating his proprietary process, "Brand Navigator." This branding process effectively focuses a company's brand delivering a positioning strategy that can be taken to their marketplace. He also provides one-on-one online and telephone consulting.

His clients are from Canada, The United States, Ukraine, India, United Arab Emirates and Tanzania.

Monday, 14 July 2014 20:50

Brand Strategically:


How To Tell When Your Graphic Designer

Doesn’t “Get” Branding

BrandingBrandingThere’s a great deal of discussion these days in regard to branding and re-branding. Typically branding is seen to be the domain of the big players in the marketplace. But what was formerly thought to be only available to them is now available to the rest of us -  small and medium size enterprises (SME’s) who wish to use strategy to win. They are intrigued that they can absolutely succeed through taking a leadership position. SME’s turn to graphic designers to facilitate their “branding.”


I’m sure that there’s an expectation among your peers that your business will continue to thrive. Truth is, you’re doing quite well, by doing the things you do the same way you’ve been doing them since you first put your shingle out. Similar to having that first cup of coffee in the morning – it becomes your routine. Businesses like yourself that have some history and are setting the pace based on past glories. You live buy the mantra, “if it ain’t broke, don’t fix it.” Others like “tried and true” are also descriptions of processes that have served a company well. What used to work.

Thursday, 12 June 2014 21:35

Place Brand Logo Puffery


Halifax LogoHalifax LogoMost cities, towns and countries who take on the task  to develop their brands spend a great deal of money essentially changing their logos under the pretence that their logo is their brand. It is their belief that a new logo and tagline will encourage investment in their communities. This belief makes little sense in the real world outside government chambers. If changing the logo can improve a brand then changing a logo on a product can make it taste better. Same logic, and of course same result. Failure.

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