The Embedding Project is a global public-benefit research project that helps companies embed sustainability across their operations and decision-making and works with a diverse peer network of leading ...

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 ...

Startup founders often lack time but they should invest resources in identifying a winning brand position that will then drive all their strategic decisions. A clear brand positioning statement can ...

Nick Kraus is the CEO & Founder of Kraus Marketing, an agency that delivers high-end digital marketing. Learn more: krausmarketing.com. Brand positioning is the process of differentiating your brand ...

It’s human nature to reflexively categorize and sort the information we encounter in our daily lives. To influence the way prospective customers understand your brand, you must present it in a way ...