branding

The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position. Nyquil, the nighttime cold medicine, gave up the daytime market. The focus of most marketing operations is just the opposite. They look for ways to broaden their markets by line extension, by size and flavor proliferation, b

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You have a brand (e.g. perceptions, associations, a reputation) whether you’re building it with intention or not.

a simple, reductive truth: your brand is just a person, talking to other people, about something you’re both interested in.