Add Yahoo as a preferred source to see more of our stories on Google. Figuring out the value proposition for your new product or service is the first step in any marketing plan. It communicates to ...

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 ...

Now that you've chosen a segment (or segments) you're ready to position your product or service in each segment. You'll need a positioning statement for each targeted segment. But what does ...

A positioning statement is about communicating how your brand is different from the competing brands. The purpose behind positioning is to create an appealing image that leverages a brand's unique ...

Opinions expressed by Entrepreneur contributors are their own. In The Marketing Plan Handbook, author Robert W. Bly explains how you can develop big-picture marketing plans for pennies on the dollar ...

It’s human nature to reflexively categorize and sort the information we encounter in our daily lives. To influence the way prospective customers understand your brand, you must present it in a way ...

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 ...

Louise Cole, CWC, RLP, CFP®, managing partner of The Heritage Group of North America, introduces herself as an "affluenziologist" who helps people transfer their values as well as their valuables to ...