Stop Playing Nice: Make an Enemy, Build a Brand
Negotiate Anything
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Mastering Branding and Positioning
This chapter delves into the critical aspects of branding and positioning, emphasizing how categorization influences consumer decisions more than brand names. It explores personal branding strategies, the dangers of brand dilution, and the importance of a clear identity in a competitive landscape. Through various examples and case studies, the chapter illustrates how successful brands thrive by honing in on core values and creating compelling narratives.
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