As search engines become more AI-driven with Overviews and the rise of large language models (LLMs), organic search is still one of the most significant brand touchpoints. Whether through Google ...

To establish a true strategic advantage, leadership must analyze the organization through a structured strategic lens.

A new year is almost upon us, and now is a great time to take an objective look at your company's brand strategy. Does your current strategy still serve your company and product offerings? Does it ...

Storytelling is at the heart of every successful brand. Whether it's Nike empowering athletes or Dove celebrating self-acceptance, brands thrive when they tap into universal human narratives. These ...

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 ...

Every brand wants to be top of mind with potential customers. But this takes more than a catchy slogan or a sleek logo, especially when you're forging relationships with B2B clients. You need to ...

Opinions expressed by Entrepreneur contributors are their own. Building a market share that drives positive margins rarely happens by accident. It requires business awareness, a feasible concept, a ...

JCPenney wants consumers to reconsider what they think they know about the 123-year-old department store chain. To do so, the retailer is launching an ambitious multistep marketing campaign that will ...

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 ...

Capital flows to brands that win across direct-to-consumer, retail, and digital platforms—and understand that sustainable ...

Twix is adopting a brand position centered on unity after years of marketing its twinned chocolate bars around a left-right divide, per details shared with Marketing Dive. A new global campaign, “Two ...