Your company brand is the lifeblood of the business: It is a statement of your company's personality and a declaration of company values. With the right positioning strategy, branding creates an ...

Lynn Fischer is the Chief Marketing Officer of the Americas at Vista, spearheading innovative marketing strategies for VistaJet and XO. In a world where consumers are inundated with choices, a brand’s ...

The brand positioning statement is probably the most important sentence in a marketing plan. It brings focus to the development of a marketing strategy and the marketing plan and tactics supporting ...

Storytelling is at the heart of every successful brand. Whether it's Nike empowering athletes or Dove celebrating self-acceptance, brands thrive when they tap into universal human narratives. These ...

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

The more you understand about how others perceive your company, the more knowledge you have to improve your company’s future. Too many business owners think all they have to do is work hard and ...

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 ...

Opinions expressed by Entrepreneur contributors are their own. “Positioning” is a term that gets thrown around a lot but can often be confused with other marketing activities.”Very few startups have a ...

When asked, leaders of most organizations can tell you what their company offers, including the services they provide or the products they sell. When you ask questions that dig deeper, however, the ...

When my article, ‘How to build a great brand’ was published recently, I received an email from an unlikeliest source. It came from Al Ries – one of the world’s best known marketing strategists – all ...