Consumers are bombarded with unending streams of information on millions of products from thousands of companies. Positioning is a strategy to get your company and products noticed; it actually refers ...

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 ...

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 ...

Marketers have a better chance to achieve a strong position in the marketplace when they have a strategy and then build a brand around it. The objective is to establish a single thing to be known as ...