Brand Positioning With Power; Marketing With Heart
Figure 9.1 Five-step positioning process, highlighting step four
It’s increasingly clear that emotional connection is an essential building block in an effective positioning process.
What supplies the power in “brand positioning with power?”
Great question. And, by now, you already know the answer.
Throughout this book, I’ve been making the case that emotion is the key to successful marketing. That emotion plays a pivotal role in positioning your brand in the marketplace (Figure 9.1).
For decades, many, if not most, corporations’ advertising and marketing communications ...
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