A brand’s ability to forge meaningful connections often lies not in what a brand offers, but in how it resonates emotionally ...

How do I position my brand for success? What is the most compelling story I can tell about my business? Those are two of the most substantial questions marketers and entrepreneurs have to answer when ...

Startup founders often lack time but they should invest resources in identifying a winning brand position that will then drive all their strategic decisions.

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 ...

This revised version adds recent case studies and updated references. Brand positioning is complex and there are varying ways to approach it. But most commentators agree brand positioning is a ...