S03.EP18 - Brand Positioning with Ulli Appelbaum
JUST Branding
00:00
The Big Power of All Games
The draw games, the big power of all games, that is in the business of mood management. So you buy a ticket, you're at the gas station, and then you keep it in your pocket. You know, ooh, here's a 7-eleven and ooh, my favorite product is $7 today. And you think, oh my god, my lucky number seven is out today. It puts me on a high. I'm going to buy a ticket to maintain that. reframing the category is a way to allow you to identify needs and need states that are relevant for your consumers.
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