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The Truth About Creating Brands People Love by Donna Heckler, Brian D. Till

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Chapter 26. Positioning lives in the mind of your target customer

Where does a brand exist? Does Tide exist in a particular place in a store? No, as that is where Tide the product (rather than Tide the brand) can be found. Does Starbucks exist on various neighborhood blocks? No, as that is where Starbucks the service is created. These are important differences.

Brand managers often think they own the brand—that they control it. Brand managers, however, are truly tasked with creating experiences that can solidify the message of the brand, the position of the brand in the consumer’s mind. This can be startling for brand managers who want to feel a sense of complete control over their brand’s positioning.

As a result, it is all the more important that ...

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