Leading market research companies evaluating brand positioning and a related communication strategy to position a brand within a category. Find firms to conduct research to determine the most effective brand positioning and strategic marketing efforts to achieve it.
There has been much discussion globally in the past year or two on how important it is for brands to be present on mobile networks and applications. It is often said that brands need a “mobile strategy”. Rather, what is needed is a comprehensive and informed brand strategy.
Improving communication means appealing to physicians' heads as well as their hearts. A message that incorporates both claims-based and emotional characteristics should be a more powerful advocate for a brand than a strictly claims-based message.
Marketers have lost control of certain aspects of brand communication - it is no longer enough to identify and communicate one brand position. Brands now target specific groups of consumers to ensure their message is relevant, compelling and motivating. One of the most important steps is using customer input, as described in this article.
IT decision makers around the United States were surveyed about their use of IT-related services. The questions regarding the uniqueness of brands raise concerns about brand distinction in the industry.
They are brands you don't recognize, yet they have global market shares greater than 50%. This article describes the concept of "Hidden Champions" and gives examples of companies achieving this classification.
The sweet spot of competitive positioning ensures your brand is relevant to the target audience and differentiated from the competition. This article from Sawtooth Technologies pinpoints ways to position your brand, particularly in the business-to-business market.