The must-read summary of Jack Trout and Steve Rivkin's book: "The New Positioning: The Latest on the World's #1 Business Strategy". This complete summary of the

In the same right-to-the-point, no-nonsense style that was a hallmark of Positioning, this sequel squares off against critical marketing challenges such as how

You know your product is awesome-but does anybody else? Successfully connecting your product with consumers isn't a matter of following trends, comparing yourse

Most of us have an intuitive sense of superior branding. We prefer to purchase brands we find distinctive—that deliver on some important, relevant dimension b

In public relations, people talk about positioning an idea, a persona, a political ideal, an ideology – but what are they talking about? Why do some positions