Figuring out the value proposition for your new product or service is the first step in any marketing plan. It communicates to your customers why your offering is worth purchasing. If you can’t ...

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 ...

Value propositions and positioning statements are part of marketing strategies designed to differentiate companies from their competitors. A company's value proposition describes the benefits of its ...

Opinions expressed by Entrepreneur contributors are their own. A brand positioning statement is a concise version of your mission or vision statement. Sound intimidating? Well, they shouldn’t be. They ...

Opinions expressed by Entrepreneur contributors are their own. In The Marketing Plan Handbook, author Robert W. Bly explains how you can develop big-picture marketing plans for pennies on the dollar ...

One of the most profound statements made on the subject of positioning comes from Louis Carroll's Alice In Wonderland. When Alice asks the Cheshire Cat which path to take, he responds, "if you don't ...

Striving to be unique is an age-old strategy for gaining advantage. Ideas, people, objects and products that are considered unique transcend clichés. As a result, they gain widespread approval and ...