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

Storytelling is at the heart of every successful brand. Whether it's Nike empowering athletes or Dove celebrating self-acceptance, brands thrive when they tap into universal human narratives. These ...

Many brands and companies today are constantly reinvigorating their businesses and positioning them for growth. There is a constant need to innovate, reinvigorate, update, recalibrate, or just simply ...

Lynn Fischer is the Chief Marketing Officer of the Americas at Vista, spearheading innovative marketing strategies for VistaJet and XO. In a world where consumers are inundated with choices, a brand’s ...

Cracker Barrel joined an elite group of brands whose marketing missteps may contribute to its ultimate demise. This marketing misstep isn’t just an awkward social media post, or an endorser going off ...

(By John Shomby) With all the messages that penetrate the mind of the consumer, a product’s branding and positioning become the essential pieces in securing that consumer’s attention. Is there a ...

ZURICH--(BUSINESS WIRE)--ABB introduces new brand positioning “We help industries outrun – leaner and cleaner” underpinning the next phase of the company’s development as a leader in electrification ...