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 ...

When Arielle Jackson started to develop the marketing and communications plan around Cover (the Android app quickly snapped up by Twitter), she brought a lot of firepower to the job. During her nearly ...

"Positioning" is a marketing term that relates to how marketers attempt to create a visual image or a type of identity for a product or brand. Perceptual product positioning involves marketers ...