For startups and established businesses, understanding the importance of segmentation is essential for the granular analysis of consumer demographics, behaviors, needs, and preferences. These insights ...

Traditional positioning engagements typically happen in one of two ways: The positioning consultant you've hired starts with internal documents and collateral to see what is working and not. They move ...

Half of all business-to-business (B2B) businesses fail after five years and few successfully scale. The industry may blame product-market fit, but the uncomfortable truth is often simpler: The best ...

Every brand wants to be top of mind with potential customers. But this takes more than a catchy slogan or a sleek logo, especially when you're forging relationships with B2B clients. You need to ...

In the third article in a 2025 Consumer Outlook series, experts offer insights on how brand positioning must evolve with ...

Effective positioning is crucial for creating a strong, differentiated brand that resonates with your target audience. Mastering the art of positioning can significantly enhance your marketing ...

Consumers today look for authenticity. They also look for companies that share their values and remain true to their purpose. Lip service is not enough—you must live your purpose and turn that into ...

You might hear people talk about the need for you to establish your personal brand, or you need to create a brand for your firm. You might also hear some of us talk about the need to position yourself ...