Differentiation in marketing means creating specialized products that gain competitive advantage with a particular segment of the market. Companies can choose from two different strategies: ...

Few business owners find themselves in a market where they are the only company selling a certain product or service. Competition is thick in most markets, so you need to differentiate yourself and ...

This article was written by brand-building expert Denise Lee Yohn, who will be one of the keynote speakers next month at the 7th Annual Fast Casual Executive Summit. Earlier this year, the Wall Street ...

Brand awareness is in every survey. Yet, despite its popularity, it’s a metric that leaves room for interpretation; it often feels like the blank nod you give to someone whose words you haven’t really ...