There’s a common assumption inside marketing teams that when content underperforms, the issue is execution. It usually isn’t.

Brand positioning is the anchor of most marketing plans and a blueprint for a significant portion of the go-to-market execution plan. Brand positioning is a critical business discipline for both ...

You might hear people talk about the need for you to establish your personal brand, or you need to create a brand for your firm. You might also hear some of us talk about the need to position yourself ...

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 ...

Businesses often struggle to explain what they do in simple terms that connect with potential customers. Marketing communication is riddled with unnecessary jargon that confuses more than it clarifies ...

In the third article in a 2025 Consumer Outlook series, experts offer insights on how brand positioning must evolve with shifting markets. We saw in 2024 the beginnings of “segmentless” shoppers — ...

The goal of marketing is to find and build relationships with customers, and the function of marketing sits at the interface between customers and the company that needs customers to build financial ...

Some tips to position your product so consumers see it as the next big thing. People are like raccoons: we're attracted to the new, shiny object. Customers want to buy whatever’s innovative or cutting ...