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: ...

Thought leadership is a better tool for positioning yourself in the eyes of your target audiences than your online bio or ...

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.

Real differentiation happens when a brand stands for something so clearly that no competitor can claim it with a straight ...

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 ...

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.

A company's positioning strategy is affected by a number of variables related to customers' motivations and requirements, as well as by its competitors' actions. Before you position your product ...