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5min chapter
How to Make Horizontal Positioning Work
2Bobs—with David C. Baker and Blair Enns
Strategic Positioning for Challenger Brands
This chapter explores horizontal positioning strategies for client firms, focusing on the importance of targeting challenger brands with common service needs. It discusses criteria for identifying these brands, effective positioning statements, and the authenticity of different positioning approaches during growth and transition periods.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode