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 business. There are onions, pyramids and hexagons, all of which ...

Nick Kraus is the CEO & Founder of Kraus Marketing, an agency that delivers high-end digital marketing. Learn more: krausmarketing.com. Brand positioning is the process of differentiating your brand ...

When companies position their products or services, they are trying to create associations in the minds of their prospective customers. They typically initiate the positioning process by coming up ...

One of the most important aspects of marketing and communications is influencing the way customers (and potential customers) experience your brand. What comes to mind when they think of your brand?

It's easy to just go through the motions of a brand-positioning project and come out with an average, nondistinctive outcome everyone can feel good about. But why settle for less than great? I've had ...