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 ...

Value propositions and positioning statements are part of marketing strategies designed to differentiate companies from their competitors. A company's value proposition describes the benefits of its ...

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 ...

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 ...

When a contractor is faced with a specification or language in a job plan that is contradictory to real-world applications or superfluous, he has limited options in getting a resolution. The best ...

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 ...