If you’ve been in marketing for a while, you know that there are at least a dozen ways to construct a positioning statement for your business. There are onions, pyramids and hexagons, all of which ...

Nick Kraus is the CEO & Founder of Kraus Marketing, an agency that delivers high-end digital marketing. Learn more: krausmarketing.com. Brand positioning is the process of differentiating your brand ...

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

The Embedding Project is a global public-benefit research project that helps companies embed sustainability across their operations and decision-making and works with a diverse peer network of leading ...

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 ...

It's easy to just go through the motions of a brand-positioning project and come out with an average, nondistinctive outcome everyone can feel good about. But why settle for less than great? I've had ...

When a contractor is faced with a specification or language in a job plan that is contradictory to real-world applications or superfluous, he has limited options in getting a resolution. The best ...