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 ...

"Positioning" is a marketing term that relates to how marketers attempt to create a visual image or a type of identity for a product or brand. Perceptual product positioning involves marketers ...

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 ...

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 ...

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 ...