Positioning
How a brand claims a place in a market where competitors offer much the same thing at much the same price. Positioning, differentiation and value propositions, including the hardest version of the problem: justifying a premium when the buyer can’t see the difference.
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What is a brand?
Here is the irony: As a Brand Strategist, I don’t like to use the term brand too often. Granted, it is a sexy word. Yet, more often than not it is misused.…