A positioning statement is about communicating how your brand is different from the competing brands. The purpose behind positioning is to create an appealing image that leverages a brand's unique ...

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 ...

In Destroy the Competition With Positioning Strategy, I provided five key product positioning principles and Toyota's Lexus brand as an example that used most of them. Although I view product ...

Striving to be unique is an age-old strategy for gaining advantage. Ideas, people, objects and products that are considered unique transcend clichés. As a result, they gain widespread approval and ...

Brand positioning is the anchor of most marketing plans and a blueprint for a significant portion of the go-to-market execution plan. Brand positioning is a critical business discipline for both ...

Industry and market transformations have dramatically altered when and how products should be positioned for launch, writes Stan Bernard. Unbeknownst to Lilly and Daichii Sankyo, BMS had assembled a ...