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S03.EP18 - Brand Positioning with Ulli Appelbaum
JUST Branding
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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