perception occurs whether you want it to or not marketing is creating intent around the scale and nature of that perception
You have a brand (e.g. perceptions, associations, a reputation) whether you’re building it with intention or not.
Kira Klaas • What Do We Mean By "Brand"?
Positioning is the act of deliberately defining how you are the best at something that a defined market cares a lot about.
April Dunford • Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
