A brand’s ability to forge meaningful connections often lies not in what a brand offers, but in how it resonates emotionally ...

So, when developing a brand-positioning platform, it is important to understand ... And although both perspectives can be effective in specific situations, they are completely useless in others.

A creative leap is an inevitable part of any successful brand positioning. This paper outlines seven principles to help marketers get their brand positioning right. There are almost as many ...

Starting a business on a tight budget can seem daunting, especially when building a brand that stands out in a crowded market ...

Startup founders often lack time but they should invest resources in identifying a winning brand position that will then drive all their strategic decisions.

Pursuing, attaining, and maintaining a competitive position in the market is at the heart of an effective marketing communications ... answering those questions is to carve out turf that your brand ...