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, ...

In my team's quest to find a business-to-business marketing strategy that generates a high return on investment, we went through many technologies and frameworks. Some of the frameworks were quite ...

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 ...

Clients come to us all the time with challenges they want us to solve: “I want a new brand and logo,” “I want to launch a new website” or “I need a campaign to drive new leads.” Considered outside a ...

One of the criteria often used for judging a good positioning statement is that it is maneuverable. This ensures that the positioning doesn’t lock you in, especially in markets that change. Clearly ...