Dubbed by many the “marketing buzzword” of the late ‘90s, everyone knows that building your product or service into a bona fide brand is the only way to cut through the clutter in...

Every company has it at one point. But all too often, it gets lost along the way, leaving the company--and its workers - with an unclear sense of direction. Now the co-author of The 22 Immutable...

Positioning, a concept developed by the authors, has changed the way people advertise. The reason? It's the first concept to deal with the problems of communicating in an overcommunicated society....