That's differentiation. The difference between what you offer ... Attempting to be a "me, too" or copycat is not usually a successful strategy. What's Expressed by a Brand? Positioning establishes ...

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

When organizations prioritize a clear purpose over profit, they have a positive influence on consumers and stakeholders of ...

In a nutshell: how do you differentiate your brand? This article will explore some categories of brand differentiation and suggest a few tried-and-tested strategies your company can adopt to ...

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

This ‘new’ course was designed the best part of a century before my Californian country club existed! This evening I am talking about Brand Portfolio Strategy because I have come to believe that, even ...