Value propositions and positioning statements are part of marketing strategies designed to differentiate companies from their competitors. A company's value proposition describes the benefits of its ...

A positioning statement is an expression of how a given product, service or brand fills a particular consumer need in a way that its competitors don’t. Positioning is the process of identifying an ...

Imagine your company is planning on launching a new product, or maybe you are rebranding your current products for a different market. A good positioning statement will make the launch a success.

Many business professionals seem ready to accept credit for the saying, "When you try to sell to everyone, you end up selling to no one." You can find the saying on websites across the business and ...

Every entrepreneur thinks that they have the next big idea and that if only consumers or businesses were exposed to it, it would become a rockstar business overnight. In truth, this is not always the ...

Now that you've chosen a segment (or segments) you're ready to position your product or service in each segment. You'll need a positioning statement for each targeted segment. But what does ...

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 ...