Cumberland Business Chamber president and founder of Your Image Marketing & Media, Craig Hingston, spoke on techniques to position your company and products ahead of the competition. He explained the definition of a brand (more than your logo or business name) as involving every aspect of your business from products to answering the phone to delivery and after sales service. This led into an explanation of “The 9 P’s of Branding”…personality, point of difference, promise and more. Craig explained what he calls Industry Leadership Marketing and how it is used to raise the profile of smaller businesses beyond their competitors. The venue was very apt for an industrial business chamber…the factory of PCS Calibration at Wetherill Park.