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How To Write A Brand Positioning Statement
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.
How to Develop Powerful Customer Insights
Consumer insights are the foundation of every successful brand strategy. The building blocks of developing consumer insights generally include: exploring customer needs, segmenting the market, optimizing concepts and finalizing the offering. This broad-to-narrow, quantitative-to-qualitative pattern works across virtually every industry.
Five Places Not To Search For Sales Growth
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.
Nine Reasons Why Your Brand Needs Qualitative Research
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.
Three Big Benefits To A Strong Brand Value Proposition
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.
Strategic Planning? This Is One Question You Need To Ask
Either formally or informally, every organization undergoes a strategic [...]
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