Figuring out the value proposition for your new product or service is the first step in any marketing plan. It communicates to your customers why your offering is worth purchasing. If you can’t ...

Creativity can be highly useful in marketing, but it won't get you very far if your message strategy is off the mark. In fact, it's a waste of talent. Your message strategy is the foundation for ...

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 ...

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 ...

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 ...

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 ...

Opinions expressed by Entrepreneur contributors are their own. If you’ve been in marketing for a while, you know that there are at least a dozen ways to construct a positioning statement for your ...

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 ...

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 ...