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 ...

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 ...

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?) ...

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 ...

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, ...

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 ...

B2B SaaS is a battlefield. Every company is vying for attention, claiming to be the ultimate solution that cuts costs, drives revenue and fits seamlessly into any workflow. But too often, these claims ...