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What Most Marketers Forget About Branding is Positioning

Too many marketers believe branding is about great visual, and a tag line. And it can be, but it won't be something that is sustainable or differentiating in the long-run. Taking the time to go through a positioning excercise and find the "white space" that your competitors are ignoring, along with your core competencies is the best way to determine the foundation of your brand. The visual and tag can come after.

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