When you create awareness of your work and generate interest in it, you can convert that interest into donations. There are two ways to do this: from the bottom up and the top down. Your organization ...

Find out more about Brand positioning as the foundation of marketing and communication strategy, don't miss it.

Category leadership isn’t a marketing exercise; it’s a strategic act of focus. It aligns teams, accelerates growth and gives ...

Effective positioning is crucial for creating a strong, differentiated brand that resonates with your target audience. Mastering the art of positioning can significantly enhance your marketing ...

A new book by Kimberly Whitler argues companies should place as much emphasis on branding as on creation of the product or service they sell. A large part of my career has involved pivoting between ...

Getting product and marketing teams on the same page is critical for a company's success. When they're not aligned, things can get messy: People misunderstand each other, resources get wasted, ...

Before COVID-19, the world had become so fast-paced. As we prepare to move into our “new normal,” we must understand that the way marketing worked before may not be how it will work moving forward.

Traditional positioning engagements typically happen in one of two ways: The positioning consultant you've hired starts with internal documents and collateral to see what is working and not. They move ...

Adobe Inc. (NASDAQ:ADBE) is an affordable blue-chip stock to buy. On November 10, William Blair analyst Jake Roberge ...