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, ...

Picture it: A growing B2B company approves new positioning. Leadership understands it because they helped shape it. The messaging architecture is complete. The brand book is delivered. Everyone agrees ...

B2B SaaS is a battlefield. Every company is vying for attention, claiming to be the ultimate solution that cuts costs, drives revenue and fits seamlessly into any workflow. But too often, these claims ...

For a brand, positioning is important and cannot be overlooked. And an effective positioning cannot be achieved without the right messaging strategy. So, positioning and messaging work hand-in-hand to ...

The re-emergence of mergers and acquisitions (M&A) and the continuing consolidation in the Consumer Products (CP) industry have game-changing implications. This two-fold trend could force some CP ...

Communications plays a vital role in any organization’s success. Whether it’s developing strategic content to educate and inform customers, understanding customer behavior and preferences or ...

Pahnke, Emily Cox, Tiona Zuzul, and Michael Howard. "Strategic Positioning and Accelerating Regulatory Clearance for New Ventures." Strategic Management Journal 47, no. 6 (June 2026): 1730–1763.