Nick Kraus is the CEO & Founder of Kraus Marketing, an agency that delivers high-end digital marketing. Learn more: krausmarketing.com. Brand positioning is the process of differentiating your brand ...

It’s human nature to reflexively categorize and sort the information we encounter in our daily lives. To influence the way prospective customers understand your brand, you must present it in a way ...

Answer: First, use your customers' most desired benefits as the basis of the positioning statement. A positioning statement has four parts: the name of the customer segment, the most important ...

It's easy to just go through the motions of a brand-positioning project and come out with an average, nondistinctive outcome everyone can feel good about. But why settle for less than great? I've had ...