“Product positioning” is a marketing technique intended to present products in the best possible light to different target audiences. The method is related to “market segmentation” in that an early ...

Striving to be unique is an age-old strategy for gaining advantage. Ideas, people, objects and products that are considered unique transcend clichés. As a result, they gain widespread approval and ...

April Dunford knows a lot about positioning from a career that has involved leading teams at big name tech firms such as IBM, Siebel and Sybase, as well as a number of start-ups. She shares her ...

Positioning is one of the fundamental elements of marketing, both for consumer products and B2B (Business to Business). Positioning is a brand’s unique way of providing value to its customers. Where ...

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 ...