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151 Quick Ideas to Inspire Your Staff by Jerry R. Wilson

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On Message: Your Brand Promise
In years past, businesses used terms such as differentiation , unique selling proposition, and niche to organize and plan how they would gain and retain market share. Then, as competition became more sophisticated and software helped business leaders better define their strategies, the need for developing a brand identity became the voice of defining competitive market forces.
When four young men arrived at their class several minutes late they told the teacher they were late because their car had a flat tire. The teacher, wise to these stories, instructed each to pull out a piece of paper and write down which tire went flat. Guess how many different answers she received? The challenge for every business is ...

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