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 ...

In my work as a marketing consultant, clients in creative fields often say to me: "Before I do any marketing, I have to figure out my positioning." What exactly is positioning? It might sound like ...

We all understand the concept of ‘positioning’ finding and defining a clear and distinctive place for your company product, service, or brand in the mind of customers and prospects. The best ...

Marketing teams today operate at remarkable speed. They launch new campaigns weekly. They produce content continuously.

When companies position their products or services, they are trying to create associations in the minds of their prospective customers. They typically initiate the positioning process by coming up ...

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 ...

To learn more about our editorial approach, explore The Direct Message methodology. In my work analyzing marketing psychology for tech companies throughout the 2010s and early 2020s, I watched a ...

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, ...

Brand positioning can be defined as a key concept in marketing which indicates the perception of a brand in the minds of the customers as opposed to other competing products available in the market.