The brand positioning statement is probably the most important sentence in a marketing plan. It brings focus to the development of a marketing strategy and the marketing plan and tactics supporting ...

Value propositions and positioning statements are part of marketing strategies designed to differentiate companies from their competitors. A company's value proposition describes the benefits of its ...

Imagine your company is planning on launching a new product, or maybe you are rebranding your current products for a different market. A good positioning statement will make the launch a success.

Brands drive interest, action, trust and sales. Well-positioned brands can encourage behavior. Great brands establish a personality and a reason for being, and they stay true to that reason. A brand ...

A clear value proposition simplifies why customers should choose you. Tailor UVPs for brands, products or features to resonate effectively. Highlight unique benefits that solve customer problems ...

Creativity can be highly useful in marketing, but it won't get you very far if your message strategy is off the mark. In fact, it's a waste of talent. Your message strategy is the foundation for ...