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brand positioning - Page: 2
Any company can release a product with the expected features, so you need to earn a place in your customer's heart.
Choosing the sole purpose your statement rests on will be the toughest decision you'll make with your branding.
Marketers really need to know their customers, or risk coming off flat and factual. Build up the psychographics of your potential base.
Collect as much information as you can on your target market so you can create a rich statement and experience.
There are many variations of this format kicking around, but this is one of the simplest approaches.