Building a business is one thing; building a business category is another. When your business falls outside of current market definitions or significantly expands on them, leaders may see an ...

With the uncertainty of the past year and a half and an even more uncertain rest of the year, it can be tempting to put off any new brand-building or brand redefining work until things settle down.

Opinions expressed by Entrepreneur contributors are their own. The following is the fourth in the series “Marketing Like the Big Brands,” running every other week in which marketing expert Jim Joseph ...