Your company brand is the lifeblood of the business: It is a statement of your company's personality and a declaration of company values. With the right positioning strategy, branding creates an ...

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 ...

The brand positioning statement is probably the most important sentence in a marketing plan. It brings focus to the development of a marketing strategy and the marketing plan and tactics supporting ...

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 ...

A really important part of crafting your brand's positioning is to understand the functional benefits that you offer as a product or service. What do you “do” for your customers? It’s the “that” in ...

Opinions expressed by Entrepreneur contributors are their own. “Positioning” is a term that gets thrown around a lot but can often be confused with other marketing activities.”Very few startups have a ...

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 ...

You are your brand, and your subject matter expertise is an asset. But like a tree falling in the forest without making a sound, to capitalize on your expertise, you need to publicize it. This can ...