Your company brand is the lifeblood of the business: It is a statement of your company's personality and a declaration of company values. With the right positioning strategy, branding creates an ...

Product positioning involves defining a relative position in the marketplace. A bakery, for example, sells cakes in a crowded market that includes competition from other bakeries' cakes and entirely ...

In Destroy the Competition With Positioning Strategy, I provided five key product positioning principles and Toyota's Lexus brand as an example that used most of them. Although I view product ...

Half of all business-to-business (B2B) businesses fail after five years and few successfully scale. The industry may blame product-market fit, but the uncomfortable truth is often simpler: The best ...

Striving to be unique is an age-old strategy for gaining advantage. Ideas, people, objects and products that are considered unique transcend clichés. As a result, they gain widespread approval and ...

“Product positioning” is a marketing technique intended to present products in the best possible light to different target audiences. The method is related to “market segmentation” in that an early ...