In This Chapter
Understanding the traits of great brands
Benefiting from great brand experiences
The best name, logo, ads, and efforts can’t compensate for a weak brand. But what’s a brand? And how do you build a strong one? The ten truths presented in this chapter summarize the key points you have to know.
Your position is the birthplace of your brand. It’s the unique space in the consumer’s mind that only your offering can fill. You need to determine and stake your position before you develop the brand that will live there.
Positioning is the process of finding an unfulfilled want or need in the consumer’s mind and addressing it with a distinctively different and ideally suited offering.
Remember these rules about positioning:
Chapter 5 helps you determine and stake claim ...