Figuring out the value proposition for your new product or service is the first step in any marketing plan. It communicates to your customers why your offering is worth purchasing. If you can’t ...

Now that you've chosen a segment (or segments) you're ready to position your product or service in each segment. You'll need a positioning statement for each targeted segment. But what does ...

Brands drive interest, action, trust and sales. Well-positioned brands can encourage behavior. Great brands establish a personality and a reason for being, and they stay true to that reason. A brand ...

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 ...

A positioning statement is about communicating how your brand is different from the competing brands. The purpose behind positioning is to create an appealing image that leverages a brand's unique ...

Many business professionals seem ready to accept credit for the saying, "When you try to sell to everyone, you end up selling to no one." You can find the saying on websites across the business and ...

Once you define your brand, as I discussed in my article, "How To Brand Yourself To Live a Happier Life," positioning is the next natural step. Positionin g is a summation of all the attributes you've ...