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Brands must have a clear and unique positioning from "summary" of The Brand Gap by Marty Neumeier
Brands, like people, must have a clear and unique positioning to stand out in the marketplace. Without a distinct position, a brand risks being lost in the sea of competition. A brand's positioning is its place in the consumer's mind - it's what sets it apart from others in the same category. To create a clear and unique positioning, a brand must first understand its target audience and what they value. This means conducting research to uncover insights about consumer preferences, behaviors, and attitudes. Armed with this knowledge, a brand can then develop a positioning that resonates with its target audience. A clear positioning is one that is easy to understand and remember. It should communicate the brand's unique value proposition in a succinct and compelling way. This requires distilling the essence of the brand down to its core elements and articulating them in a way that is both simple and powerful. In addition to being simple, a brand's positioning must also be clear and coherent. This means that it should be internally consistent and aligned with the brand's overall strategy. A clear and coherent positioning helps to build trust and credibility with consumers, who are more likely to engage with a brand that is consistent in its messaging and actions. When developing a brand's positioning, it's important to follow a logical sequence that takes the consumer on a journey from awareness to consideration to purchase. This requires careful planning and execution to ensure that each touchpoint reinforces the brand's positioning and builds a strong connection with the consumer.- A brand's positioning is the foundation of its identity and the key to its success in the marketplace. By creating a clear and unique positioning that resonates with consumers, a brand can differentiate itself from competitors and build a strong and loyal customer base.
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