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 ...

Brand transformation can anchor a growth or turnaround strategy, driving customer loyalty, profit, and shareholder returns. However, the strategic investment decisions required to shape and ...

The lowest rung on the ladder, and consequently the least desirable point, is brand unawareness. That shouldn't really take much explaining; it means consumers do not know your brand exists.

It’s a tricky question because it has become uber-fashionable to adopt a brand purpose in recent years. According to brand consulting firm Landor, defining your brand purpose is the “deepest ...

Many people have different interpretations about what brand positioning means. It’s one of those concepts that is hard to pin down, yet at the same time is so important to the success of your ...

Positioning a brand as the solution to a consumer's problem is also a powerful strategy. The idea is to demonstrate that your company has the power to relieve customers of whatever problem they ...

Brand positioning research is the process of discovering how your brand fits into the market. In B2B, it analyzes how your company is perceived by the businesses you want to work with, and the value ...

Brand Positioning and Market Strategies for 2025: Experts Weigh In. Lauren Parker . Wed, Jan 15, 2025, 10:53 AM 7 min read. In the third article in a 2025 Consumer Outlook series, experts offer ...