Consumers today look for authenticity. They also look for companies that share their values and remain true to their purpose. Lip service is not enough—you must live your purpose and turn that into ...

Firms tend to go through a whole process in order to decide how best to divide up and conquer their market. The STP Process or Segmentation, Targeting, and Positioning process is how firms ...

Deja vu all over again. Fifteen years ago, private homebuilders last faced an operating and selling environment this unforgiving. Back then, the housing crash was a single, seismic event. Today, it’s ...

In the third article in a 2025 Consumer Outlook series, experts offer insights on how brand positioning must evolve with ...

For startups and established businesses, understanding the importance of segmentation is essential for the granular analysis of consumer demographics, behaviors, needs, and preferences. These insights ...

Effective positioning is crucial for creating a strong, differentiated brand that resonates with your target audience. Mastering the art of positioning can significantly enhance your marketing ...

Getting product and marketing teams on the same page is critical for a company's success. When they're not aligned, things can get messy: People misunderstand each other, resources get wasted, ...

Market positioning is now near levels that typically lead to gains in the stock market, according to analysis from JPMorgan. While hedge funds have largely held their nerve, retail investor flows have ...

Since 2010, less than 10% of the time has the market traded at a 4% premium or more to our valuations. The macrodynamic tailwinds that supported 2024 are fading. With the market trading at the high ...

Roku's unattractive market position can be detrimental to its future, as evident in its declining growth rate. The rise of other forms of digital video consumption that use different devices threatens ...

The digital wallet sector is experiencing robust growth, driven by trends like contactless payments, BNPL services, and the rise of virtual cards. Despite challenges from competitors like Apple Pay, ...