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

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: ...

After decades of competitors copying and eroding Adidas’s brand positioning, the company did the impossible with a new ...

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.

Ongoing communication with your channel will improve the relationship and, as a result, the flow of honest information and battlefield intelligence vital for your positioning strategies. Many B2B ...