Positioning is a marketing concept that outlines what a business should do to market its product or service to its customers. In positioning, the marketing department creates an image for the product ...

Consumers are bombarded with unending streams of information on millions of products from thousands of companies. Positioning is a strategy to get your company and products noticed; it actually refers ...

When you create awareness of your work and generate interest in it, you can convert that interest into donations. There are two ways to do this: from the bottom up and the top down. Your organization ...

A new book by Kimberly Whitler argues companies should place as much emphasis on branding as on creation of the product or service they sell. A large part of my career has involved pivoting between ...

For startups and established businesses, understanding the importance of segmentation is essential for the granular analysis of consumer demographics, behaviors, needs, and preferences. These insights ...

How you differentiate your product or service from that of your competitors and then determine which market niche to fill Positioning helps establish your product’s or service’s identity in the eyes ...

It has now been 41 years since Al Ries and Jack Trout wrote the seminal marketing book “Positioning: The Battle For Your Mind.” In those analog days, marketers engaged on a different battlefield.

I believe we have surpassed the digital age and have evolved to the Information Era. With many consumers using the internet to find local businesses, your brand's online presence and reputation are ...