Positioning
What place does your brand occupy in the minds of customers? How does it distinguish itself from its competitors? Every company logo stands for something – here's how to make sure your brand holds the position you target in the marketplace and means exactly what you intend for it to mean.
Book
Building a Long-Term Brand to Stand Out in a Short-Term World
Mark Miller and Lucas Conley
McGraw-Hill, 2018
How to Be Seen and Heard in the Overcrowded Marketplace
Jack Trout and Al Ries
McGraw-Hill, 2001
Article
How to Develop Strategic Messaging and Positioning
Myk Pono
Medium, 2016
Crafting Unique Experiences at Compelling Prices
Kyle B. Murray
University of Toronto Press, 2016
How to Create Products and Services Customers Want
Alex Osterwalder et al.
Wiley, 2014
Branding to Generations Y and Z
Joeri Van den Bergh and Mattias Behrer
Kogan Page, 2016
Book
The Seven Brand-Building Principles that Separate the Best from the Rest
Denise Lee Yohn
Jossey-Bass, 2014
