Long in the public domain, the case of Kevlar’s Values Ladder provides enduring relevance for B2B companies, any size, any category. If you’re under pressure from competition and need to differentiate ...

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 ...

Does your organization need branding, positioning or both? While there’s plenty of overlap, and the terms are often used interchangeably, I believe branding is more focused on emotion, visual identity ...

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 ...

It's easy to just go through the motions of a brand-positioning project and come out with an average, nondistinctive outcome everyone can feel good about. But why settle for less than great? I've had ...