Consumers are bombarded with unending streams of information on millions of products from thousands of companies. Positioning is a strategy to get your company and products noticed; it actually refers ...

Imagine your company is planning on launching a new product, or maybe you are rebranding your current products for a different market. A good positioning statement will make the launch a success.

When Arielle Jackson started to develop the marketing and communications plan around Cover (the Android app quickly snapped up by Twitter), she brought a lot of firepower to the job. During her nearly ...

Executive positioning is a powerful strategy that goes beyond traditional PR, communications or leadership coaching. While it draws on elements of each, executive positioning is a unique blend ...

Does your organization need branding, positioning or both? While there’s plenty of overlap, and the terms are often used interchangeably, I believe branding is more focused on emotion, visual identity ...

Creativity can be highly useful in marketing, but it won't get you very far if your message strategy is off the mark. In fact, it's a waste of talent. Your message strategy is the foundation for ...

Marketers have a better chance to achieve a strong position in the marketplace when they have a strategy and then build a brand around it. The objective is to establish a single thing to be known as ...