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 ...

Cracker Barrel joined an elite group of brands whose marketing missteps may contribute to its ultimate demise. This marketing misstep isn’t just an awkward social media post, or an endorser going off ...

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 ...

LONDON--(BUSINESS WIRE)--A well-known market intelligence company, Infiniti Research, has announced the completion of their recent article on achieving successful brand positioning in your market. In ...

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 ...

Royal London is putting customers at the front of its new positioning, as the pensions and investments mutual looks to build on “record levels” of brand love. ‘Works for You’ is the company’s latest ...

(By John Shomby) With all the messages that penetrate the mind of the consumer, a product’s branding and positioning become the essential pieces in securing that consumer’s attention. Is there a ...

As New Yorkers stream back to the city over Labor Day weekend, the U.S. Open is the place to be. At the final Grand Slam of the season, stars and storylines shine on and off the court. You can geek ...

You might hear people talk about the need for you to establish your personal brand, or you need to create a brand for your firm. You might also hear some of us talk about the need to position yourself ...

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 ...