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Branding is all about differentiation from "summary" of The Brand Gap by Marty Neumeier
Branding is not just about making a mark; it's about making your mark different from all the other marks out there. If you can't differentiate, you can't brand. The first step in branding is to position yourself against competitors. This gives customers a frame of reference, a way to understand what you stand for. If you can't differentiate, your brand won't stand out. Differentiation is the essence of strategy, the prime mover of brand development. Without it, your brand is a commodity. Differentiation is the process of distinguishing your brand from all the others. It's the reason why people prefer one brand over another. Differentiation is about standing out from the competition, not blending in. It's about finding a unique position in the marketplace and owning it. Differentiation is the key to building a strong brand that resonates with customers. It's what sets you apart and makes you memorable. ...
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