A brand’s ability to forge meaningful connections often lies not in what a brand offers, but in how it resonates emotionally ...

For example, a high-end watch brand might emphasize craftsmanship and exclusivity to validate a buyer's taste and accomplishments. By positioning products as symbols of success, these brands ...

Startup founders often lack time but they should invest resources in identifying a winning brand position that will then drive all their strategic decisions.

Positioning shouldn't be left to chance. Unless you do your research, your message to the market has almost no chance of getting through and hitting the mark. This article explains why you must ...