Figuring out the value proposition for your new product or service is the first step in any marketing plan. It communicates to your customers why your offering is worth purchasing. If you can’t ...

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 ...

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.

Brands drive interest, action, trust and sales. Well-positioned brands can encourage behavior. Great brands establish a personality and a reason for being, and they stay true to that reason. A brand ...

A positioning statement is about communicating how your brand is different from the competing brands. The purpose behind positioning is to create an appealing image that leverages a brand's unique ...

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 ...

To be able to tell the world about your new product, you first need to be able to talk about it internally. This is what it means to position your product. To find a great example of strong product ...

Creativity can be highly useful in marketing, but it won't get you very far if your message strategy is off the mark. In fact, it's a waste of talent. Your message strategy is the foundation for ...