Creating a strategic brand advantage means understanding your customers better than your competitors. Deep insight into what motivates customers is the foundation of a successful brand strategy. One key ingredient to developing deep insights is the effective utilization of available market research tools. Here are 11 examples of innovative tools which can help take your marketing research process to the next level.

A brand positioning statement is a concise internal description of what you want your brand to stand for in the minds of your target. Once developed, the brand positioning statement should serve to inform key decisions made regarding the brand, such as brand name, selling messages, marketing materials, channel/media allocation and much more.

Every organization wants growth, but most search in all the wrong places.  Many CEOs, business leaders and marketing experts overemphasize downstream marketing, ignoring the power of upstream marketing in driving revenue. Here are 5 places NOT to search for sales growth.

Qualitative research can be an invaluable tool in understanding your customers. Here are 9 reasons why you need to conduct in-person qualitative research regularly.

A value proposition is the missing link that connects customer needs with your organizational capabilities. It identifies value elements sought by customers and then establishes alignment around these elements. Learn three reasons why your organization needs a well-defined value proposition.