Most B2B brand and marketing experts agree that a solid positioning statement and brand story are critical to the success of a business. Those initial elements serve as a compass for all communication ...

Integrated marketing allows a business to communicate as a single, recognizable voice instead of a collection of ...

For startups and established businesses, understanding the importance of segmentation is essential for the granular analysis of consumer demographics, behaviors, needs, and preferences. These insights ...

Overview: Brand strategy refers to companies' methods for keeping up with the times.Robust brands are based on clarity, ...

Many brands and companies today are constantly reinvigorating their businesses and positioning them for growth. There is a constant need to innovate, reinvigorate, update, recalibrate, or just simply ...

From values to visual identity, this article explains what a brand really is – and why it’s far more than a name or a marketing asset. This excerpt is from B2B Marketing Fundamentals by Kate Mackie ©️ ...