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S03.EP18 - Brand Positioning with Ulli Appelbaum
JUST Branding
The Right Positioning Statement for Your Brand
The methodology breaks down your frame of reference. You have like 10 sources of association. Go through them. Think about them in the context of your brand and your competitor. Same with the benefit, right? Maybe it's time in the category for a brand to go towards a hard-hitting, functional, tangible benefit or vice versa. And I just give you the menu of what's at your disposal to define that.
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