It’s human nature to reflexively categorize and sort the information we encounter in our daily lives. To influence the way prospective customers understand your brand, you must present it in a way ...

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 ...

Forbes contributors publish independent expert analyses and insights. I explore personal branding and storytelling in the digital age. In a competitive marketplace where brands are relentlessly ...

LONDON--(BUSINESS WIRE)--A well-known market intelligence company, Infiniti Research, has announced the completion of their recent article on achieving successful brand positioning in your market. In ...

When asked, leaders of most organizations can tell you what their company offers, including the services they provide or the products they sell. When you ask questions that dig deeper, however, the ...

A clear value proposition simplifies why customers should choose you. Tailor UVPs for brands, products or features to resonate effectively. Highlight unique benefits that solve customer problems ...

I need some clarity, please. We are using a cross-functional team to articulate a revised brand promise. The good news is that we are using market research to find promises that are customer-relevant, ...

(By John Shomby) With all the messages that penetrate the mind of the consumer, a product’s branding and positioning become the essential pieces in securing that consumer’s attention. Is there a ...

The following is a guest post by John Connors, CEO and co-founder at Boathouse. Opinions are the author's own. We all admire great brands and know they are powerful assets. Brands drive massive value ...

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 ...