Arguably the best point guard ever to play in the NBA, Magic Johnson, exemplified the qualities required of a point guard – running the offense, controlling the tempo, ensuring players are communicating and having a complete understanding of the game plan. In a similar manner, marketing positioning is the point guard of your marketing communications. [...]

The ability to clearly communicate the unique benefits of a product or service is critical for achieving marketing success and should be consistent in all marketing communications. Considering the significant cost associated with marketing and advertising efforts, when was the last time your company spent some quality time ensuring the correct features and benefits were [...]