You can use product positioning to influence what a consumer thinks of your product or brand. The resulting consumer mental image has an impact on purchasing decisions. Your product positioning has to ...

Is your product a high-end offering or are you a bargain brand? Do you sell to women or men? Is your warranty a major selling point? These are examples of ways companies position their products or ...

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 ...

To establish a true strategic advantage, leadership must analyze the organization through a structured strategic lens.

LONDON--(BUSINESS WIRE)--A well-known market intelligence company, Infiniti Research, has announced the completion of their recent article on common mistakes to avoid in your product positioning ...

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 ...

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 ...

It’s human nature to automatically classify things in relation to other, similar things: political candidates, cars, colas, even dates (who you naturally compare to everyone else you’ve dated, right?) ...

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, ...

When Arielle Jackson started to develop the marketing and communications plan around Cover (the Android app quickly snapped up by Twitter), she brought a lot of firepower to the job. During her nearly ...