Consumers today look for authenticity. They also look for companies that share their values and remain true to their purpose. Lip service is not enough—you must live your purpose and turn that into ...

When you create awareness of your work and generate interest in it, you can convert that interest into donations. There are two ways to do this: from the bottom up and the top down. Your organization ...

A new book by Kimberly Whitler argues companies should place as much emphasis on branding as on creation of the product or service they sell. A large part of my career has involved pivoting between ...

Effective positioning is crucial for creating a strong, differentiated brand that resonates with your target audience. Mastering the art of positioning can significantly enhance your marketing ...

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, ...

Some tips to position your product so consumers see it as the next big thing. People are like raccoons: we're attracted to the new, shiny object. Customers want to buy whatever’s innovative or cutting ...

Traditional positioning engagements typically happen in one of two ways: The positioning consultant you've hired starts with internal documents and collateral to see what is working and not. They move ...

As New Yorkers stream back to the city over Labor Day weekend, the U.S. Open is the place to be. At the final Grand Slam of the season, stars and storylines shine on and off the court. You can geek ...

Deja vu all over again. Fifteen years ago, private homebuilders last faced an operating and selling environment this unforgiving. Back then, the housing crash was a single, seismic event. Today, it’s ...