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

In the third article in a 2025 Consumer Outlook series, experts offer insights on how brand positioning must evolve with shifting markets. To read the first article in the series, click here.

Brand archaeology: What lessons can be learned from the strategies and tactics that lead to ... Looking at those two sets of core values, what narratives and positioning territories emerge? (Example: ...

It's easy to just go through the motions of a brand-positioning project and come out with an average ... "Cultural branding" and "brand purpose" are two such examples. And although both perspectives ...

Provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.