The Embedding Project is a global public-benefit research project that helps companies embed sustainability across their operations and decision-making and works with a diverse peer network of leading ...

Answer: A positioning statement is simply a formal statement depicting how you want your target segment to perceive you. In essence, then, it is a promise to the target segment that you will provide ...

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 ...

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 ...

When a contractor is faced with a specification or language in a job plan that is contradictory to real-world applications or superfluous, he has limited options in getting a resolution. The best ...