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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...
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