What is positioning and how do you claim a position in your market?

When colleagues or peers or marketing consultants refer to positioning, what do you think they mean? If you’re not sure, you’re not alone. read more

What does Blue Yonder do?

Does the company name Blue Yonder give you any idea what this company does? What about the tagline “Fulfill your potential?” read more

Should you change positioning and messaging because of the COVID-19 pandemic?

Have you been thinking about changing your position because of the COVID-19 pandemic? Much has been written about the need to adjust your marketing to take into the account the crisis. read more

B2B tech marketing full of transformational claims

Is your B2B software product or technology really and truly transformational? Do you make good use “transformation” or “digital transformation” in your marketing copy? Do you think use of either of them helps your marketing effectiveness? read more