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 ...

Does your organization need branding, positioning or both? While there’s plenty of overlap, and the terms are often used interchangeably, I believe branding is more focused on emotion, visual identity ...

The brand positioning statement is probably the most important sentence in a marketing plan. It brings focus to the development of a marketing strategy and the marketing plan and tactics supporting ...

Overview: Brand strategy refers to companies' methods for keeping up with the times.Robust brands are based on clarity, ...

When it comes to building a strong brand, a tagline or logo alone won't do the job. You have to think about how you're going to be seen by customers and what will make you different from other ...

A really important part of crafting your brand's positioning is to understand the functional benefits that you offer as a product or service. What do you “do” for your customers? It’s the “that” in ...

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 ...

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 ...