Your company brand is the lifeblood of the business: It is a statement of your company's personality and a declaration of company values. With the right positioning strategy, branding creates an ...

Startup founders often lack time but they should invest resources in identifying a winning brand position that will then drive all their strategic decisions. A clear brand positioning statement can ...

Brands drive interest, action, trust and sales. Well-positioned brands can encourage behavior. Great brands establish a personality and a reason for being, and they stay true to that reason. A brand ...

Customers have more options today than ever before. With so many platforms, advertisers and push notifications vying for our attention, we’ve become exceptionally good at ignoring things. Good brand ...

Storytelling is at the heart of every successful brand. Whether it's Nike empowering athletes or Dove celebrating self-acceptance, brands thrive when they tap into universal human narratives. These ...

In the third article in a 2025 Consumer Outlook series, experts offer insights on how brand positioning must evolve with shifting markets. To read the first article in the series, click here. To read ...

Opinions expressed by Entrepreneur contributors are their own. There was a great book published back in 2001 called Positioning by Al Ries and Jack Trout. It emphasized the importance and impact of ...