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 ...

Nick Kraus is the CEO & Founder of Kraus Marketing, an agency that delivers high-end digital marketing. Learn more: krausmarketing.com. Brand positioning is the process of differentiating your brand ...

Getting product and marketing teams on the same page is critical for a company's success. When they're not aligned, things can get messy: People misunderstand each other, resources get wasted, ...

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 ...

Firms tend to go through a whole process in order to decide how best to divide up and conquer their market. The STP Process or Segmentation, Targeting, and Positioning process is how firms ...

Instead of spreading resources thin across a broad market, niche positioning lets you develop mastery in a space where you can authentically add value. Consider these three strategies to build ...

To learn more about our editorial approach, explore The Direct Message methodology. In my work analyzing marketing psychology for tech companies throughout the 2010s and early 2020s, I watched a ...

The goal of marketing is to find and build relationships with customers, and the function of marketing sits at the interface between customers and the company that needs customers to build financial ...