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 ...

A positioning statement is about communicating how your brand is different from the competing brands. The purpose behind positioning is to create an appealing image that leverages a brand's unique ...

Now that you've chosen a segment (or segments) you're ready to position your product or service in each segment. You'll need a positioning statement for each targeted segment. But what does ...

Creativity can be highly useful in marketing, but it won't get you very far if your message strategy is off the mark. In fact, it's a waste of talent. Your message strategy is the foundation for ...

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 ...