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 ...

"Positioning" is a term that gets thrown around a lot but can often be confused with other marketing activities.“Very few startups have a firm grasp of what exactly positioning is, why it’s important ...

Most B2B brand and marketing experts agree that a solid positioning statement and brand story are critical to the success of a business. Those initial elements serve as a compass for all communication ...

For startups and established businesses, understanding the importance of segmentation is essential for the granular analysis of consumer demographics, behaviors, needs, and preferences. These insights ...

(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 ...

One of the most important aspects of marketing and communications is influencing the way customers (and potential customers) experience your brand. What comes to mind when they think of your brand?

Many brands and companies today are constantly reinvigorating their businesses and positioning them for growth. There is a constant need to innovate, reinvigorate, update, recalibrate, or just simply ...

Do you have a clearly defined brand position or just a catchy slogan with little product positioning behind it? In last week’s column, I talked about the specific differences between a slogan and a ...

The work follows a new brand positioning statement for the North Wales Outdoor Sector at the end of last year. “Pearlfisher got the measure of how passionate our project stakeholders were for a new ...