Companies that knew who they were before AI are gaining leverage. Companies that never did are feeling suddenly invisible. AI ...

Most business owners don’t have a marketing problem. They have an expectation problem. I work with companies that have been ...

The STP Model or Segmentation, Targeting, & Positioning is a key component for any firms marketing strategy. Here we give you a brief introduction into what market segmentation is. Filmed on the Outer ...

We all understand the concept of ‘positioning’ finding and defining a clear and distinctive place for your company product, service, or brand in the mind of customers and prospects. The best ...

When companies position their products or services, they are trying to create associations in the minds of their prospective customers. They typically initiate the positioning process by coming up ...

In my work as a marketing consultant, clients in creative fields often say to me: "Before I do any marketing, I have to figure out my positioning." What exactly is positioning? It might sound like ...

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, ...

To learn more about our editorial approach, explore The Direct Message methodology. In my work analyzing marketing psychology for tech companies throughout the 2010s and early 2020s, I watched a ...

Brand positioning can be defined as a key concept in marketing which indicates the perception of a brand in the minds of the customers as opposed to other competing products available in the market.