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 ...

Many business professionals seem ready to accept credit for the saying, "When you try to sell to everyone, you end up selling to no one." You can find the saying on websites across the business and ...

Brands drive interest, action, trust and sales. Well-positioned brands can encourage behavior. Great brands establish a personality and a reason for being, and they stay true to that reason. A brand ...

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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 ...

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 ...

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 ...

In November 2021, the International Olympic Committee (IOC) released the Framework on Fairness, Inclusion and Non-Discrimination on the Basis of Gender Identity and Sex Variations.1 The Framework aims ...

A new position statement emphasizes that sleep is a biological necessity, and insufficient sleep and untreated sleep disorders are detrimental for health, well-being, and public safety. A new position ...