What do customers think of when they think of you?
Two customers cannot own the same word in a prospect's mind.Federal Express can own "overnight" but it can't own"worldwide." DHL owns "worldwide." Don'ttry to usurp a word that's already associated with anothercompany; find a word that no other company owns. That's easierthan trying to muscle in on someone else's territory.
Excerpted from 303 Marketing Tips: Guaranteed To Boost YourBusiness
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