Consumers today look for authenticity. They also look for companies that share their values and remain true to their purpose. Lip service is not enough—you must live your purpose and turn that into ...

Brand positioning is the anchor of most marketing plans and a blueprint for a significant portion of the go-to-market execution plan. Brand positioning is a critical business discipline for both ...

A new book by Kimberly Whitler argues companies should place as much emphasis on branding as on creation of the product or service they sell. A large part of my career has involved pivoting between ...

Effective positioning is crucial for creating a strong, differentiated brand that resonates with your target audience. Mastering the art of positioning can significantly enhance your marketing ...

Firms tend to go through a whole process in order to decide how best to divide up and conquer their market. The STP Process or Segmentation, Targeting, and Positioning process is how firms ...

Getting product and marketing teams on the same page is critical for a company's success. When they're not aligned, things can get messy: People misunderstand each other, resources get wasted, ...

When companies position their products or services, they are trying to create associations in the minds of their prospective customers. They typically initiate the positioning process by coming up ...

Many companies divide marketing responsibilities across multiple specialists: graphic designers, social media managers, marketing operations managers, content marketers and email marketers, to name a ...