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 ...

Tension: We need our marketing to break through, but every tactic that promises attention feels like manipulation ...

Positioning is a marketing concept that outlines what a business should do to market its product or service to its customers. In positioning, the marketing department creates an image for the product ...

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 ...

Market segmentation, targeting and positioning are the three components of what is commonly known as the S-T-P strategy. Each step contributes to the development of a targeted promotional plan. The ...

Opinions expressed by Entrepreneur contributors are their own. There was a great book published back in 2001 called Positioning by Al Ries and Jack Trout. It emphasized the importance and impact of ...