Is your product a high-end offering or are you a bargain brand? Do you sell to women or men? Is your warranty a major selling point? These are examples of ways companies position their products or ...

Differentiation in marketing means creating specialized products that gain competitive advantage with a particular segment of the market. Companies can choose from two different strategies: ...

An inability to connect with customers is a big part of the problem for companies that find themselves lost in the undifferentiated middle. In a PwC consumer survey (pdf), 73 percent of respondents ...

In the digital age, it's easier than ever to create a new brand, but making it stand out from the competition is an entirely different matter. How do you create a brand story that gets attention and ...