Since positioning is about the space you occupy in the mind of your customer, you can’t figure out how to position your brand until you know exactly who that customer is. There’s an order of ...

In brand protection, as in bridge engineering, the strength of brand differentiation (trademark distinctiveness) depends on ...

BrandSustainability is a powerful tool to help brand owners find gaps in their brand positioning, proactively plan where (and ...

If you are in the 80% of the economy that is driven by services, a narrative-driven brand positioning is a framework to consider. Narratives will empower you to better connect to the company strategy, ...

Daria Gonzalez is CEO at Wunderdogs, a brand and digital agency for high growth companies that are taking on the world's biggest challenges. Read Daria's Executive Profile here.

But how do you go about defining a winning brand position? Let’s go through BrandID (right, click the image to enlarge), a brand positioning framework that EffectiveBrands uses: 1. The Market & Target ...

As the CEO of DUO Marketing + Communications, I've spent over two decades navigating the landscape of brand building and ...

Right now, AI systems are deciding who to surface, recommend and trust in every niche. If your digital presence isn’t ...

GUEST OPINION: Visibility without alignment can hurt your brand. It’s easy to chase rankings. Everyone wants to be found on Google. But getting seen by the wrong people—or in the wrong way ...

Activating employees to be brand advocates provides an opportunity to elevate an internal communications program. Everyone wants to feel valued, and no one wants to feel burdened.

Until recently, the industry has been using the Global Alliance for Responsible Media (GARM) framework to define and address risk levels (low, medium, high) across standard content categories for ...

As a marketer, especially if you're a senior marketer, you likely have a pretty good idea of what price elasticity is. So let's use that as an introduction to the idea of brand elasticity. If you ...