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 ...

As New Yorkers stream back to the city over Labor Day weekend, the U.S. Open is the place to be. At the final Grand Slam of the season, stars and storylines shine on and off the court. You can geek ...

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 ...

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 ...

Some tips to position your product so consumers see it as the next big thing. People are like raccoons: we're attracted to the new, shiny object. Customers want to buy whatever’s innovative or cutting ...