Companies that knew who they were before AI are gaining leverage. Companies that never did are feeling suddenly invisible. AI ...

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 ...

The STP Model or Segmentation, Targeting, & Positioning is a key component for any firms marketing strategy. Here we give you a brief introduction into what market segmentation is. Filmed on the Outer ...

A new book by Kimberly Whitler argues companies should place as much emphasis on branding as on creation of the product or service they sell. A large part of my career has involved pivoting between ...

We all understand the concept of ‘positioning’ finding and defining a clear and distinctive place for your company product, service, or brand in the mind of customers and prospects. The best ...

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 ...

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 ...

To learn more about our editorial approach, explore The Direct Message methodology. In my work analyzing marketing psychology for tech companies throughout the 2010s and early 2020s, I watched a ...

Getting product and marketing teams on the same page is critical for a company's success. When they're not aligned, things can get messy: People misunderstand each other, resources get wasted, ...

Brand positioning can be defined as a key concept in marketing which indicates the perception of a brand in the minds of the customers as opposed to other competing products available in the market.