The brand positioning statement is probably the most important sentence in a marketing plan. It brings focus to the development of a marketing strategy and the marketing plan and tactics supporting ...

Value propositions and positioning statements are part of marketing strategies designed to differentiate companies from their competitors. A company's value proposition describes the benefits of its ...

One of the most profound statements made on the subject of positioning comes from Louis Carroll's Alice In Wonderland. When Alice asks the Cheshire Cat which path to take, he responds, "if you don't ...