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How to Properly Apply Your Company’s Brand Positioning

Many businesses know their company’s brand positioning, although they don’t always communicate it internally or leverage it externally.   Brand positioning compares one company to a competitive set within a defined sector.  To conduct the analysis, each

Branding Doesn’t Require Advertising

Companies that don’t advertise dismiss the need for branding because they see one being dependant on the other.  If you advertise you need branding, if you don’t advertise you don’t need branding.  These are often the

Common Brand Positioning Oversights

A brand’s positioning is based on a buyer’s perception of it relative to its categorical competitors. Once the brand positioning is established and the brand is fully developed, these findings are often shelved at the corporate