The consumer’s mind is divided up into categories for each type of product or service they use, so there is a category for beer, toothpaste, cars, airlines, etc. The concepts of “benchmarking” and then trying to outperform the leader in your field in key areas is not effective positioning, because that company already owns your category.Подробнее о "The Beginner’s Guide To Brand Positioning in 4 Steps" →
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