You can use product positioning to influence what a consumer thinks of your product or brand. The resulting consumer mental image has an impact on purchasing decisions. Your product positioning has to ...

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 ...

In Destroy the Competition With Positioning Strategy, I provided five key product positioning principles and Toyota's Lexus brand as an example that used most of them. Although I view product ...

Industry and market transformations have dramatically altered when and how products should be positioned for launch, writes Stan Bernard. Unbeknownst to Lilly and Daichii Sankyo, BMS had assembled a ...

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 ...

It’s human nature to automatically classify things in relation to other, similar things: political candidates, cars, colas, even dates (who you naturally compare to everyone else you’ve dated, right?) ...

Half of all business-to-business (B2B) businesses fail after five years and few successfully scale. The industry may blame product-market fit, but the uncomfortable truth is often simpler: The best ...

When Arielle Jackson started to develop the marketing and communications plan around Cover (the Android app quickly snapped up by Twitter), she brought a lot of firepower to the job. During her nearly ...

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, ...

To continue reading this content, please enable JavaScript in your browser settings and refresh this page. The world of enterprise software is teeming with products ...