Your company brand is the lifeblood of the business: It is a statement of your company's personality and a declaration of company values. With the right positioning strategy, branding creates an ...

Brands drive interest, action, trust and sales. Well-positioned brands can encourage behavior. Great brands establish a personality and a reason for being, and they stay true to that reason. A brand ...

Customers have more options today than ever before. With so many platforms, advertisers and push notifications vying for our attention, we’ve become exceptionally good at ignoring things. Good brand ...

Brand equity is the value your company name has in the marketplace beyond what your accounting records show. Positioning is the use of marketing to project differentiation in your company, products 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. To read ...

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 ...