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 ...

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 ...