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 ...

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 ...

One of the most profound statements made on the subject of positioning comes from Louis Carroll's Alice In Wonderland. When Alice asks the Cheshire Cat which path to take, he responds, "if you don't ...

A clear value proposition simplifies why customers should choose you. Tailor UVPs for brands, products or features to resonate effectively. Highlight unique benefits that solve customer problems ...

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 ...

Once you define your brand, as I discussed in my article, "How To Brand Yourself To Live a Happier Life," positioning is the next natural step. Positionin g is a summation of all the attributes you've ...