Sometimes you might have to create the perceptual map using two dimensions ... Allen Weiss is MarketingProfs founder and CEO, positioning consultant, and emeritus professor of marketing. Over the ...

Deliver Consistent Brand Experience: The foundation of a powerful brand positioning is consistency. Make sure your brand is represented consistently across all touchpoints, such as your website ...

by Niraj Dawar and Charan K. Bagga Marketers have always had to juggle two seemingly contradictory goals: making their brands distinctive and making them central in their category. Central brands ...